WEBVTT Kind: captions Language: en 00:00:03.760 --> 00:00:05.430 align:start position:0% hello<00:00:04.080> I'm<00:00:04.240> Carrie<00:00:04.640> Guard<00:00:04.880> and<00:00:05.040> welcome<00:00:05.279> back 00:00:05.430 --> 00:00:05.440 align:start position:0% hello I'm Kerry Guard and welcome back 00:00:05.440 --> 00:00:07.430 align:start position:0% hello I'm Carrie Guard and welcome back to<00:00:05.680> Tea<00:00:06.000> Time<00:00:06.240> with<00:00:06.400> Tech<00:00:06.720> Marketing<00:00:07.120> Leaders 00:00:07.430 --> 00:00:07.440 align:start position:0% to Tea Time with Tech Marketing Leaders 00:00:07.440 --> 00:00:09.509 align:start position:0% to Tea Time with Tech Marketing Leaders Sorry<00:00:07.680> y'all<00:00:07.919> for<00:00:08.080> taking<00:00:08.320> a<00:00:08.639> mini<00:00:08.960> hiatus 00:00:09.509 --> 00:00:09.519 align:start position:0% Sorry y'all for taking a mini hiatus 00:00:09.519 --> 00:00:11.910 align:start position:0% Sorry y'all for taking a mini hiatus last<00:00:09.760> week<00:00:10.000> I<00:00:10.240> had<00:00:10.559> one<00:00:10.960> heck<00:00:11.360> of<00:00:11.519> a<00:00:11.679> chest 00:00:11.910 --> 00:00:11.920 align:start position:0% last week I had one heck of a chest 00:00:11.920 --> 00:00:15.990 align:start position:0% last week I had one heck of a chest infection<00:00:12.480> and<00:00:12.880> zero<00:00:13.280> voice<00:00:14.160> So<00:00:14.960> huge<00:00:15.599> huge 00:00:15.990 --> 00:00:16.000 align:start position:0% infection and zero voice So huge huge 00:00:16.000 --> 00:00:18.950 align:start position:0% infection and zero voice So huge huge thank<00:00:16.240> you<00:00:16.480> to<00:00:16.880> my<00:00:17.520> podcast<00:00:18.000> sidekick<00:00:18.480> Elijah 00:00:18.950 --> 00:00:18.960 align:start position:0% thank you to my podcast sidekick Elijah 00:00:18.960 --> 00:00:21.830 align:start position:0% thank you to my podcast sidekick Elijah Drown<00:00:19.359> for<00:00:19.520> jumping<00:00:19.840> on<00:00:20.080> in<00:00:20.560> and<00:00:20.800> having<00:00:21.520> a 00:00:21.830 --> 00:00:21.840 align:start position:0% Drown for jumping on in and having a 00:00:21.840 --> 00:00:23.109 align:start position:0% Drown for jumping on in and having a wonderful<00:00:22.320> wonderful<00:00:22.720> wonderful 00:00:23.109 --> 00:00:23.119 align:start position:0% wonderful wonderful wonderful 00:00:23.119 --> 00:00:25.189 align:start position:0% wonderful wonderful wonderful conversation<00:00:23.760> last<00:00:24.080> week<00:00:24.320> If<00:00:24.560> you<00:00:24.720> haven't 00:00:25.189 --> 00:00:25.199 align:start position:0% conversation last week If you haven't 00:00:25.199 --> 00:00:27.429 align:start position:0% conversation last week If you haven't checked<00:00:25.519> it<00:00:25.600> out<00:00:25.920> be<00:00:26.080> sure<00:00:26.240> to<00:00:26.480> head<00:00:26.640> on<00:00:26.800> over 00:00:27.429 --> 00:00:27.439 align:start position:0% checked it out be sure to head on over 00:00:27.439 --> 00:00:30.790 align:start position:0% checked it out be sure to head on over and<00:00:28.000> uh<00:00:28.160> take<00:00:28.480> a<00:00:29.039> listen<00:00:29.439> and<00:00:29.679> he<00:00:29.920> was<00:00:30.160> a<00:00:30.480> great 00:00:30.790 --> 00:00:30.800 align:start position:0% and uh take a listen and he was a great 00:00:30.800 --> 00:00:34.310 align:start position:0% and uh take a listen and he was a great fillin<00:00:31.519> He<00:00:31.760> was<00:00:31.920> almost<00:00:32.480> I<00:00:33.440> Yeah<00:00:33.920> I'm<00:00:34.160> going<00:00:34.239> to 00:00:34.310 --> 00:00:34.320 align:start position:0% fillin He was almost I Yeah I'm going to 00:00:34.320 --> 00:00:35.510 align:start position:0% fillin He was almost I Yeah I'm going to leave<00:00:34.399> it<00:00:34.559> at<00:00:34.719> that<00:00:34.960> I'm<00:00:35.120> going<00:00:35.200> to<00:00:35.280> leave<00:00:35.360> it 00:00:35.510 --> 00:00:35.520 align:start position:0% leave it at that I'm going to leave it 00:00:35.520 --> 00:00:38.470 align:start position:0% leave it at that I'm going to leave it at<00:00:35.600> that<00:00:35.760> for<00:00:35.920> now<00:00:36.320> Uh<00:00:36.640> this<00:00:36.960> week<00:00:37.360> I'm<00:00:37.760> been<00:00:38.239> on 00:00:38.470 --> 00:00:38.480 align:start position:0% at that for now Uh this week I'm been on 00:00:38.480 --> 00:00:39.510 align:start position:0% at that for now Uh this week I'm been on the<00:00:38.559> edge<00:00:38.719> of<00:00:38.879> my<00:00:38.960> seat<00:00:39.200> for<00:00:39.360> this 00:00:39.510 --> 00:00:39.520 align:start position:0% the edge of my seat for this 00:00:39.520 --> 00:00:41.430 align:start position:0% the edge of my seat for this conversation<00:00:39.920> because<00:00:40.239> I<00:00:40.480> met<00:00:40.719> Arpine<00:00:41.200> at 00:00:41.430 --> 00:00:41.440 align:start position:0% conversation because I met Arpine at 00:00:41.440 --> 00:00:45.750 align:start position:0% conversation because I met Arpine at Cyber<00:00:41.760> Marketing<00:00:42.160> Con<00:00:43.360> um<00:00:44.239> in<00:00:44.480> December<00:00:45.520> it 00:00:45.750 --> 00:00:45.760 align:start position:0% Cyber Marketing Con um in December it 00:00:45.760 --> 00:00:49.110 align:start position:0% Cyber Marketing Con um in December it feels<00:00:46.000> like<00:00:46.160> yesterday<00:00:47.120> and<00:00:47.680> also<00:00:48.480> like<00:00:48.719> ages 00:00:49.110 --> 00:00:49.120 align:start position:0% feels like yesterday and also like ages 00:00:49.120 --> 00:00:50.910 align:start position:0% feels like yesterday and also like ages ago<00:00:49.680> at 00:00:50.910 --> 00:00:50.920 align:start position:0% ago at 00:00:50.920 --> 00:00:55.350 align:start position:0% ago at this<00:00:51.920> and<00:00:52.640> I<00:00:53.440> um<00:00:54.399> uh<00:00:54.559> pulled<00:00:54.800> myself<00:00:55.120> together 00:00:55.350 --> 00:00:55.360 align:start position:0% this and I um uh pulled myself together 00:00:55.360 --> 00:00:56.630 align:start position:0% this and I um uh pulled myself together and<00:00:55.600> approached<00:00:55.840> her<00:00:56.000> and<00:00:56.160> said<00:00:56.320> would<00:00:56.480> you 00:00:56.630 --> 00:00:56.640 align:start position:0% and approached her and said would you 00:00:56.640 --> 00:00:57.110 align:start position:0% and approached her and said would you pretty<00:00:56.879> pretty<00:00:57.120> pretty<00:00:57.120> pretty<00:00:57.120> pretty 00:00:57.110 --> 00:00:57.120 align:start position:0% 00:00:57.120 --> 00:00:57.350 align:start position:0% pretty pretty pretty pretty pretty pretty pretty<00:00:57.360> pretty<00:00:57.360> pretty<00:00:57.360> pretty 00:00:57.350 --> 00:00:57.360 align:start position:0% 00:00:57.360 --> 00:00:57.590 align:start position:0% pretty pretty pretty pretty pretty pretty pretty<00:00:57.600> pretty<00:00:57.600> pretty<00:00:57.600> pretty 00:00:57.590 --> 00:00:57.600 align:start position:0% 00:00:57.600 --> 00:00:58.950 align:start position:0% pretty pretty pretty pretty pretty pretty pretty<00:00:57.840> please<00:00:58.160> be<00:00:58.239> on<00:00:58.399> my<00:00:58.559> podcast 00:00:58.950 --> 00:00:58.960 align:start position:0% pretty pretty please be on my podcast 00:00:58.960 --> 00:01:00.389 align:start position:0% pretty pretty please be on my podcast because<00:00:59.199> this<00:00:59.359> is<00:00:59.600> amazing<00:00:59.840> conversation<00:01:00.239> and 00:01:00.389 --> 00:01:00.399 align:start position:0% because this is amazing conversation and 00:01:00.399 --> 00:01:01.990 align:start position:0% because this is amazing conversation and I<00:01:00.640> want<00:01:00.719> to<00:01:00.800> rehash<00:01:01.120> it<00:01:01.280> and<00:01:01.520> she<00:01:01.680> was<00:01:01.840> kind 00:01:01.990 --> 00:01:02.000 align:start position:0% I want to rehash it and she was kind 00:01:02.000 --> 00:01:03.670 align:start position:0% I want to rehash it and she was kind enough<00:01:02.160> to<00:01:02.320> say<00:01:02.559> yes<00:01:02.800> and<00:01:03.039> we<00:01:03.199> are<00:01:03.359> finally 00:01:03.670 --> 00:01:03.680 align:start position:0% enough to say yes and we are finally 00:01:03.680 --> 00:01:07.590 align:start position:0% enough to say yes and we are finally here<00:01:04.000> and<00:01:04.320> I<00:01:04.799> am<00:01:05.479> stoked<00:01:06.479> is<00:01:06.560> the<00:01:06.720> VP<00:01:07.119> of<00:01:07.280> global 00:01:07.590 --> 00:01:07.600 align:start position:0% here and I am stoked is the VP of global 00:01:07.600 --> 00:01:09.830 align:start position:0% here and I am stoked is the VP of global demand<00:01:07.920> gen<00:01:08.240> for<00:01:08.479> threat<00:01:08.880> connect<00:01:09.200> at<00:01:09.439> cyber 00:01:09.830 --> 00:01:09.840 align:start position:0% demand gen for threat connect at cyber 00:01:09.840 --> 00:01:11.270 align:start position:0% demand gen for threat connect at cyber marketing<00:01:10.159> con<00:01:10.479> like<00:01:10.560> I<00:01:10.720> said<00:01:10.880> I<00:01:11.040> had<00:01:11.119> the 00:01:11.270 --> 00:01:11.280 align:start position:0% marketing con like I said I had the 00:01:11.280 --> 00:01:13.270 align:start position:0% marketing con like I said I had the pleasure<00:01:11.520> of<00:01:11.680> enjoying<00:01:12.000> her<00:01:12.240> talk<00:01:12.880> about 00:01:13.270 --> 00:01:13.280 align:start position:0% pleasure of enjoying her talk about 00:01:13.280 --> 00:01:15.270 align:start position:0% pleasure of enjoying her talk about waterfall<00:01:14.080> metrics 00:01:15.270 --> 00:01:15.280 align:start position:0% waterfall metrics 00:01:15.280 --> 00:01:16.870 align:start position:0% waterfall metrics Ever<00:01:15.520> since<00:01:15.760> that<00:01:15.920> day<00:01:16.240> I've<00:01:16.400> been<00:01:16.560> obsessed 00:01:16.870 --> 00:01:16.880 align:start position:0% Ever since that day I've been obsessed 00:01:16.880 --> 00:01:18.310 align:start position:0% Ever since that day I've been obsessed with<00:01:17.040> marketing<00:01:17.439> decisions<00:01:17.840> based<00:01:18.080> on 00:01:18.310 --> 00:01:18.320 align:start position:0% with marketing decisions based on 00:01:18.320 --> 00:01:21.510 align:start position:0% with marketing decisions based on regularly<00:01:19.200> updating<00:01:19.920> data<00:01:20.720> And<00:01:21.040> it's<00:01:21.280> so 00:01:21.510 --> 00:01:21.520 align:start position:0% regularly updating data And it's so 00:01:21.520 --> 00:01:23.670 align:start position:0% regularly updating data And it's so addicting<00:01:22.159> when<00:01:22.320> you<00:01:22.479> add<00:01:22.720> tracking<00:01:23.119> KPIs<00:01:23.520> to 00:01:23.670 --> 00:01:23.680 align:start position:0% addicting when you add tracking KPIs to 00:01:23.680 --> 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position:0% can be loud over stimulating and full of sensory<00:01:31.200> overload<00:01:31.840> It's<00:01:32.000> a<00:01:32.159> lot<00:01:32.240> of<00:01:32.320> pressure 00:01:32.710 --> 00:01:32.720 align:start position:0% sensory overload It's a lot of pressure 00:01:32.720 --> 00:01:34.630 align:start position:0% sensory overload It's a lot of pressure Threat<00:01:33.040> connect<00:01:33.360> sponsored<00:01:34.159> rocking 00:01:34.630 --> 00:01:34.640 align:start position:0% Threat connect sponsored rocking 00:01:34.640 --> 00:01:37.270 align:start position:0% Threat connect sponsored rocking mocktails<00:01:35.280> with<00:01:35.680> sober<00:01:36.240> and<00:01:36.400> cyber<00:01:36.880> at<00:01:37.119> the 00:01:37.270 --> 00:01:37.280 align:start position:0% mocktails with sober and cyber at the 00:01:37.280 --> 00:01:39.429 align:start position:0% mocktails with sober and cyber at the latest<00:01:37.600> RSA<00:01:38.320> We<00:01:38.560> are<00:01:38.720> lucky<00:01:38.880> enough<00:01:39.040> to<00:01:39.280> have 00:01:39.429 --> 00:01:39.439 align:start position:0% latest RSA We are lucky enough to have 00:01:39.439 --> 00:01:41.109 align:start position:0% latest RSA We are lucky enough to have learned<00:01:39.680> so<00:01:39.920> much<00:01:40.000> from<00:01:40.240> Jen's<00:01:40.640> mission<00:01:40.880> for 00:01:41.109 --> 00:01:41.119 align:start position:0% learned so much from Jen's mission for 00:01:41.119 --> 00:01:43.670 align:start position:0% learned so much from Jen's mission for sober<00:01:41.520> networking<00:01:42.400> in<00:01:42.640> a<00:01:42.880> the<00:01:43.200> past<00:01:43.439> episode 00:01:43.670 --> 00:01:43.680 align:start position:0% sober networking in a the past episode 00:01:43.680 --> 00:01:45.350 align:start position:0% sober networking in a the past episode of<00:01:43.840> tea<00:01:44.000> time<00:01:44.400> that<00:01:44.560> Arpine<00:01:45.119> is<00:01:45.200> a 00:01:45.350 --> 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will be telling great stories just like our<00:01:52.560> previous<00:01:52.880> guests<00:01:53.439> like<00:01:53.680> John<00:01:54.000> and<00:01:54.159> Mark 00:01:54.389 --> 00:01:54.399 align:start position:0% our previous guests like John and Mark 00:01:54.399 --> 00:01:56.149 align:start position:0% our previous guests like John and Mark and<00:01:54.560> all<00:01:54.720> of<00:01:54.880> those<00:01:55.040> wonderful<00:01:55.759> wonderful 00:01:56.149 --> 00:01:56.159 align:start position:0% and all of those wonderful wonderful 00:01:56.159 --> 00:01:58.789 align:start position:0% and all of those wonderful wonderful folks<00:01:56.560> So<00:01:57.360> uh<00:01:57.759> so<00:01:58.000> excited<00:01:58.240> for<00:01:58.399> the<00:01:58.560> show 00:01:58.789 --> 00:01:58.799 align:start position:0% folks So uh so excited for the show 00:01:58.799 --> 00:02:00.149 align:start position:0% folks So uh so excited for the show Thank<00:01:58.960> you<00:01:59.119> for<00:01:59.280> being<00:01:59.439> here<00:01:59.680> and<00:01:59.920> thank<00:02:00.000> you 00:02:00.149 --> 00:02:00.159 align:start position:0% Thank you for being here and thank you 00:02:00.159 --> 00:02:03.030 align:start position:0% Thank you for being here and thank you Arpine<00:02:00.880> for<00:02:01.119> joining<00:02:01.439> me<00:02:02.479> Thank<00:02:02.719> you<00:02:02.880> for 00:02:03.030 --> 00:02:03.040 align:start position:0% Arpine for joining me Thank you for 00:02:03.040 --> 00:02:06.389 align:start position:0% Arpine for joining me Thank you for having<00:02:03.280> me<00:02:03.520> I'm<00:02:03.759> so<00:02:04.000> excited<00:02:05.119> Yes<00:02:05.840> Oh<00:02:06.159> it's 00:02:06.389 --> 00:02:06.399 align:start position:0% having me I'm so excited Yes Oh it's 00:02:06.399 --> 00:02:08.869 align:start position:0% having me I'm so excited Yes Oh it's been<00:02:06.640> we've<00:02:07.040> been<00:02:07.600> this<00:02:07.840> is<00:02:07.920> overdue<00:02:08.560> This<00:02:08.720> is 00:02:08.869 --> 00:02:08.879 align:start position:0% been we've been this is overdue This is 00:02:08.879 --> 00:02:11.910 align:start position:0% been we've been this is overdue This is overdue<00:02:09.759> for<00:02:10.000> sure<00:02:10.479> yet<00:02:11.120> You<00:02:11.360> you<00:02:11.599> said<00:02:11.760> it 00:02:11.910 --> 00:02:11.920 align:start position:0% overdue for sure yet You you said it 00:02:11.920 --> 00:02:13.910 align:start position:0% overdue for sure yet You you said it right<00:02:12.160> December<00:02:12.640> feels<00:02:12.959> like<00:02:13.120> yesterday<00:02:13.599> and 00:02:13.910 --> 00:02:13.920 align:start position:0% right December feels like yesterday and 00:02:13.920 --> 00:02:17.510 align:start position:0% right December feels like yesterday and also<00:02:14.239> feels<00:02:14.480> like<00:02:14.560> forever<00:02:14.959> ago<00:02:15.599> That<00:02:15.840> is 00:02:17.510 --> 00:02:17.520 align:start position:0% also feels like forever ago That is 00:02:17.520 --> 00:02:19.430 align:start position:0% also feels like forever ago That is ever<00:02:18.080> forever<00:02:18.560> And<00:02:18.720> it<00:02:18.800> feels<00:02:18.959> like<00:02:19.120> it's<00:02:19.280> just 00:02:19.430 --> 00:02:19.440 align:start position:0% ever forever And it feels like it's just 00:02:19.440 --> 00:02:22.949 align:start position:0% ever forever And it feels like it's just around<00:02:19.680> the<00:02:19.840> corner<00:02:20.080> again<00:02:21.360> Yes<00:02:21.920> I<00:02:22.160> know<00:02:22.720> I 00:02:22.949 --> 00:02:22.959 align:start position:0% around the corner again Yes I know I 00:02:22.959 --> 00:02:25.270 align:start position:0% around the corner again Yes I know I can't<00:02:23.440> believe<00:02:23.680> it<00:02:24.160> I<00:02:24.400> We<00:02:24.640> need<00:02:24.800> to<00:02:24.959> enjoy 00:02:25.270 --> 00:02:25.280 align:start position:0% can't believe it I We need to enjoy 00:02:25.280 --> 00:02:27.110 align:start position:0% can't believe it I We need to enjoy summer<00:02:25.599> for<00:02:25.840> a<00:02:25.920> little<00:02:26.000> bit<00:02:26.239> though<00:02:26.879> That's 00:02:27.110 --> 00:02:27.120 align:start position:0% summer for a little bit though That's 00:02:27.120 --> 00:02:31.430 align:start position:0% summer for a little bit though That's true<00:02:28.080> That's<00:02:28.319> true<00:02:29.360> You<00:02:29.599> were<00:02:29.760> just<00:02:29.840> at<00:02:30.080> RSA 00:02:31.430 --> 00:02:31.440 align:start position:0% true That's true You were just at RSA 00:02:31.440 --> 00:02:36.949 align:start position:0% true That's true You were just at RSA Yes<00:02:31.920> Yeah<00:02:32.640> just<00:02:33.560> how<00:02:34.560> I<00:02:34.800> know<00:02:34.959> that<00:02:35.200> this<00:02:35.959> I'm 00:02:36.949 --> 00:02:36.959 align:start position:0% Yes Yeah just how I know that this I'm 00:02:36.959 --> 00:02:38.630 align:start position:0% Yes Yeah just how I know that this I'm I'm<00:02:37.280> going<00:02:37.440> on<00:02:37.599> a<00:02:37.760> tangent<00:02:38.080> here<00:02:38.239> folks<00:02:38.480> I'll 00:02:38.630 --> 00:02:38.640 align:start position:0% I'm going on a tangent here folks I'll 00:02:38.640 --> 00:02:40.390 align:start position:0% I'm going on a tangent here folks I'll bring<00:02:38.720> us<00:02:38.879> back<00:02:39.040> to<00:02:39.120> center<00:02:39.519> Don't<00:02:39.680> panic<00:02:40.239> But 00:02:40.390 --> 00:02:40.400 align:start position:0% bring us back to center Don't panic But 00:02:40.400 --> 00:02:42.229 align:start position:0% bring us back to center Don't panic But I<00:02:40.640> do<00:02:40.800> have<00:02:40.959> to<00:02:41.120> know<00:02:41.519> because<00:02:41.760> there<00:02:41.920> was<00:02:42.080> so 00:02:42.229 --> 00:02:42.239 align:start position:0% I do have to know because there was so 00:02:42.239 --> 00:02:43.750 align:start position:0% I do have to know because there was so much<00:02:42.400> chatter<00:02:42.959> It<00:02:43.120> was<00:02:43.200> like<00:02:43.360> very<00:02:43.599> hot 00:02:43.750 --> 00:02:43.760 align:start position:0% much chatter It was like very hot 00:02:43.760 --> 00:02:45.270 align:start position:0% much chatter It was like very hot chatter<00:02:44.000> and<00:02:44.239> now<00:02:44.319> it's<00:02:44.480> very<00:02:44.720> quiet<00:02:44.879> again 00:02:45.270 --> 00:02:45.280 align:start position:0% chatter and now it's very quiet again 00:02:45.280 --> 00:02:46.430 align:start position:0% chatter and now it's very quiet again But<00:02:45.440> are<00:02:45.680> there 00:02:46.430 --> 00:02:46.440 align:start position:0% But are there 00:02:46.440 --> 00:02:48.949 align:start position:0% But are there any<00:02:47.440> immediate<00:02:47.920> takeaways<00:02:48.480> that<00:02:48.640> were<00:02:48.800> like 00:02:48.949 --> 00:02:48.959 align:start position:0% any immediate takeaways that were like 00:02:48.959 --> 00:02:50.710 align:start position:0% any immediate takeaways that were like some<00:02:49.200> aha<00:02:49.680> moments<00:02:50.000> for<00:02:50.160> you<00:02:50.319> while<00:02:50.560> you<00:02:50.640> were 00:02:50.710 --> 00:02:50.720 align:start position:0% some aha moments for you while you were 00:02:50.720 --> 00:02:52.190 align:start position:0% some aha moments for you while you were there<00:02:50.959> Any 00:02:52.190 --> 00:02:52.200 align:start position:0% there Any 00:02:52.200 --> 00:02:55.670 align:start position:0% there Any surprises<00:02:53.319> Um<00:02:54.319> I<00:02:54.640> wouldn't<00:02:55.040> say<00:02:55.280> there<00:02:55.519> were 00:02:55.670 --> 00:02:55.680 align:start position:0% surprises Um I wouldn't say there were 00:02:55.680 --> 00:02:59.270 align:start position:0% surprises Um I wouldn't say there were any<00:02:56.080> surprises<00:02:56.879> What<00:02:57.040> I<00:02:57.280> what<00:02:57.599> I<00:02:57.840> think<00:02:58.080> is<00:02:58.959> it 00:02:59.270 --> 00:02:59.280 align:start position:0% any surprises What I what I think is it 00:02:59.280 --> 00:03:03.509 align:start position:0% any surprises What I what I think is it gets<00:02:59.519> better<00:02:59.840> and<00:03:00.080> better<00:03:00.480> every<00:03:01.040> year<00:03:01.840> Um<00:03:02.519> so 00:03:03.509 --> 00:03:03.519 align:start position:0% gets better and better every year Um so 00:03:03.519 --> 00:03:06.710 align:start position:0% gets better and better every year Um so and<00:03:03.760> by<00:03:04.000> better<00:03:04.480> I<00:03:04.720> mean<00:03:05.680> marketers<00:03:06.319> get<00:03:06.480> more 00:03:06.710 --> 00:03:06.720 align:start position:0% and by better I mean marketers get more 00:03:06.720 --> 00:03:08.790 align:start position:0% and by better I mean marketers get more sophisticated<00:03:07.519> with<00:03:07.840> the<00:03:08.080> way<00:03:08.239> they<00:03:08.480> present 00:03:08.790 --> 00:03:08.800 align:start position:0% sophisticated with the way they present 00:03:08.800 --> 00:03:10.910 align:start position:0% sophisticated with the way they present their<00:03:09.040> products<00:03:09.360> in<00:03:09.599> their<00:03:09.760> booth<00:03:10.400> and<00:03:10.640> the 00:03:10.910 --> 00:03:10.920 align:start position:0% their products in their booth and the 00:03:10.920 --> 00:03:13.670 align:start position:0% their products in their booth and the conversations<00:03:11.920> with<00:03:12.239> people<00:03:12.720> get<00:03:13.040> better<00:03:13.360> and 00:03:13.670 --> 00:03:13.680 align:start position:0% conversations with people get better and 00:03:13.680 --> 00:03:16.869 align:start position:0% conversations with people get better and better<00:03:14.159> in<00:03:14.480> terms<00:03:14.640> of<00:03:15.680> um<00:03:16.159> people<00:03:16.400> who<00:03:16.640> are 00:03:16.869 --> 00:03:16.879 align:start position:0% better in terms of um people who are 00:03:16.879 --> 00:03:19.270 align:start position:0% better in terms of um people who are actually<00:03:17.360> interested<00:03:17.840> to<00:03:18.159> learn<00:03:18.480> about<00:03:18.879> your 00:03:19.270 --> 00:03:19.280 align:start position:0% actually interested to learn about your 00:03:19.280 --> 00:03:21.830 align:start position:0% actually interested to learn about your products<00:03:20.080> and<00:03:20.400> come<00:03:20.560> to<00:03:20.800> the<00:03:20.959> booth<00:03:21.280> to<00:03:21.599> talk 00:03:21.830 --> 00:03:21.840 align:start position:0% products and come to the booth to talk 00:03:21.840 --> 00:03:24.309 align:start position:0% products and come to the booth to talk about<00:03:22.080> what<00:03:22.319> you<00:03:22.480> have<00:03:22.640> to<00:03:22.879> offer<00:03:23.680> versus<00:03:24.080> a 00:03:24.309 --> 00:03:24.319 align:start position:0% about what you have to offer versus a 00:03:24.319 --> 00:03:25.830 align:start position:0% about what you have to offer versus a few<00:03:24.480> years<00:03:24.720> ago<00:03:25.120> we<00:03:25.360> were<00:03:25.519> definitely 00:03:25.830 --> 00:03:25.840 align:start position:0% few years ago we were definitely 00:03:25.840 --> 00:03:27.670 align:start position:0% few years ago we were definitely experiencing<00:03:26.560> people<00:03:26.800> who<00:03:27.040> were<00:03:27.200> just<00:03:27.440> there 00:03:27.670 --> 00:03:27.680 align:start position:0% experiencing people who were just there 00:03:27.680 --> 00:03:30.949 align:start position:0% experiencing people who were just there for<00:03:27.840> the<00:03:28.120> swag<00:03:29.120> or<00:03:29.680> you<00:03:29.920> know<00:03:30.080> just<00:03:30.319> there<00:03:30.640> to 00:03:30.949 --> 00:03:30.959 align:start position:0% for the swag or you know just there to 00:03:30.959 --> 00:03:33.910 align:start position:0% for the swag or you know just there to learn<00:03:31.440> So<00:03:31.680> it<00:03:32.000> definitely<00:03:32.720> feels<00:03:33.120> like<00:03:33.519> buyer 00:03:33.910 --> 00:03:33.920 align:start position:0% learn So it definitely feels like buyer 00:03:33.920 --> 00:03:37.350 align:start position:0% learn So it definitely feels like buyer intent<00:03:34.560> is<00:03:34.879> serious<00:03:35.360> in<00:03:35.599> cyber<00:03:36.120> security<00:03:37.120> and 00:03:37.350 --> 00:03:37.360 align:start position:0% intent is serious in cyber security and 00:03:37.360 --> 00:03:39.670 align:start position:0% intent is serious in cyber security and and<00:03:37.760> it's<00:03:38.000> more<00:03:38.239> fun<00:03:38.640> because<00:03:38.959> you<00:03:39.280> have<00:03:39.440> to<00:03:39.599> be 00:03:39.670 --> 00:03:39.680 align:start position:0% and it's more fun because you have to be 00:03:39.680 --> 00:03:42.390 align:start position:0% and it's more fun because you have to be more<00:03:39.840> and<00:03:40.080> more<00:03:40.319> creative<00:03:40.720> to<00:03:41.040> stand<00:03:41.280> out<00:03:41.920> And 00:03:42.390 --> 00:03:42.400 align:start position:0% more and more creative to stand out And 00:03:42.400 --> 00:03:44.630 align:start position:0% more and more creative to stand out And um<00:03:42.640> I<00:03:42.799> I<00:03:43.200> did<00:03:43.440> spend<00:03:43.680> the<00:03:43.920> whole<00:03:44.080> time<00:03:44.400> pretty 00:03:44.630 --> 00:03:44.640 align:start position:0% um I I did spend the whole time pretty 00:03:44.640 --> 00:03:46.710 align:start position:0% um I I did spend the whole time pretty much<00:03:44.799> in<00:03:44.959> the<00:03:45.120> booth<00:03:45.519> I<00:03:45.760> haven't<00:03:46.080> had<00:03:46.319> a<00:03:46.480> a 00:03:46.710 --> 00:03:46.720 align:start position:0% much in the booth I haven't had a a 00:03:46.720 --> 00:03:48.869 align:start position:0% much in the booth I haven't had a a chance<00:03:46.959> to<00:03:47.200> walk<00:03:47.440> around<00:03:47.840> a<00:03:48.080> whole<00:03:48.319> lot 00:03:48.869 --> 00:03:48.879 align:start position:0% chance to walk around a whole lot 00:03:48.879 --> 00:03:50.710 align:start position:0% chance to walk around a whole lot because<00:03:49.200> it<00:03:49.440> was<00:03:49.519> so<00:03:49.760> busy<00:03:50.080> which<00:03:50.319> is<00:03:50.400> a<00:03:50.560> good 00:03:50.710 --> 00:03:50.720 align:start position:0% because it was so busy which is a good 00:03:50.720 --> 00:03:52.869 align:start position:0% because it was so busy which is a good thing<00:03:50.959> We<00:03:51.200> go<00:03:51.360> there<00:03:51.599> it's<00:03:51.840> been<00:03:52.000> busy<00:03:52.400> and<00:03:52.560> and 00:03:52.869 --> 00:03:52.879 align:start position:0% thing We go there it's been busy and and 00:03:52.879 --> 00:03:56.550 align:start position:0% thing We go there it's been busy and and that's<00:03:53.360> and<00:03:53.599> that<00:03:53.840> we<00:03:54.080> were<00:03:55.440> That's<00:03:55.920> awesome 00:03:56.550 --> 00:03:56.560 align:start position:0% that's and that we were That's awesome 00:03:56.560 --> 00:03:58.309 align:start position:0% that's and that we were That's awesome It<00:03:56.879> sounds<00:03:57.120> like<00:03:57.280> there's<00:03:57.519> a<00:03:57.760> shift<00:03:58.000> a<00:03:58.239> little 00:03:58.309 --> 00:03:58.319 align:start position:0% It sounds like there's a shift a little 00:03:58.319 --> 00:04:01.830 align:start position:0% It sounds like there's a shift a little bit<00:03:58.640> in<00:03:59.080> the<00:04:00.080> buyer<00:04:00.560> universe<00:04:01.040> then<00:04:01.360> in<00:04:01.599> terms 00:04:01.830 --> 00:04:01.840 align:start position:0% bit in the buyer universe then in terms 00:04:01.840 --> 00:04:04.630 align:start position:0% bit in the buyer universe then in terms of<00:04:02.640> I<00:04:02.799> feel<00:04:02.879> like<00:04:03.040> there's<00:04:03.200> a<00:04:03.360> bit<00:04:03.439> of<00:04:03.599> a<00:04:04.080> a 00:04:04.630 --> 00:04:04.640 align:start position:0% of I feel like there's a bit of a a 00:04:04.640 --> 00:04:07.509 align:start position:0% of I feel like there's a bit of a a drought<00:04:05.280> or<00:04:05.519> a<00:04:05.840> cold<00:04:06.159> spell<00:04:06.959> depending<00:04:07.280> on 00:04:07.509 --> 00:04:07.519 align:start position:0% drought or a cold spell depending on 00:04:07.519 --> 00:04:10.470 align:start position:0% drought or a cold spell depending on which<00:04:07.840> weather<00:04:08.080> you<00:04:08.360> prefer<00:04:09.360> Uh<00:04:09.920> in<00:04:10.159> regards 00:04:10.470 --> 00:04:10.480 align:start position:0% which weather you prefer Uh in regards 00:04:10.480 --> 00:04:14.070 align:start position:0% which weather you prefer Uh in regards to<00:04:10.720> buyers<00:04:11.200> not<00:04:11.439> wanting<00:04:11.680> to<00:04:11.920> engage<00:04:12.720> at<00:04:13.080> all 00:04:14.070 --> 00:04:14.080 align:start position:0% to buyers not wanting to engage at all 00:04:14.080 --> 00:04:15.990 align:start position:0% to buyers not wanting to engage at all and<00:04:14.319> now<00:04:14.560> it<00:04:14.799> seems<00:04:15.120> like<00:04:15.439> maybe<00:04:15.680> they're 00:04:15.990 --> 00:04:16.000 align:start position:0% and now it seems like maybe they're 00:04:16.000 --> 00:04:18.550 align:start position:0% and now it seems like maybe they're popping<00:04:16.239> their<00:04:16.479> heads<00:04:16.720> back<00:04:16.880> in<00:04:17.120> to<00:04:17.560> see 00:04:18.550 --> 00:04:18.560 align:start position:0% popping their heads back in to see 00:04:18.560 --> 00:04:21.110 align:start position:0% popping their heads back in to see what's<00:04:18.880> going<00:04:19.040> on<00:04:19.359> Have<00:04:19.600> we<00:04:20.160> built<00:04:20.560> trust<00:04:20.880> back 00:04:21.110 --> 00:04:21.120 align:start position:0% what's going on Have we built trust back 00:04:21.120 --> 00:04:24.629 align:start position:0% what's going on Have we built trust back with<00:04:21.280> our<00:04:21.519> buyers<00:04:22.479> It<00:04:22.720> feels<00:04:22.960> like<00:04:24.000> yeah<00:04:24.320> I 00:04:24.629 --> 00:04:24.639 align:start position:0% with our buyers It feels like yeah I 00:04:24.639 --> 00:04:27.270 align:start position:0% with our buyers It feels like yeah I think<00:04:24.720> it's<00:04:25.040> it's<00:04:25.199> it's<00:04:26.000> trust<00:04:26.639> I<00:04:26.880> think<00:04:26.960> it's 00:04:27.270 --> 00:04:27.280 align:start position:0% think it's it's it's trust I think it's 00:04:27.280 --> 00:04:30.990 align:start position:0% think it's it's it's trust I think it's also<00:04:27.759> the<00:04:28.639> um<00:04:28.880> when<00:04:29.199> you<00:04:29.520> are<00:04:30.160> creative<00:04:30.639> and 00:04:30.990 --> 00:04:31.000 align:start position:0% also the um when you are creative and 00:04:31.000 --> 00:04:33.909 align:start position:0% also the um when you are creative and personable<00:04:32.000> people<00:04:32.400> want<00:04:32.560> to<00:04:32.720> talk<00:04:32.880> to<00:04:33.040> you<00:04:33.759> uh 00:04:33.909 --> 00:04:33.919 align:start position:0% personable people want to talk to you uh 00:04:33.919 --> 00:04:36.310 align:start position:0% personable people want to talk to you uh people<00:04:34.240> want<00:04:34.400> to<00:04:34.560> talk<00:04:34.720> to<00:04:34.880> people<00:04:35.520> not<00:04:35.840> to 00:04:36.310 --> 00:04:36.320 align:start position:0% people want to talk to people not to 00:04:36.320 --> 00:04:40.469 align:start position:0% people want to talk to people not to websites<00:04:36.800> or<00:04:37.400> businesses<00:04:38.400> and<00:04:38.880> I<00:04:39.199> think<00:04:40.080> um 00:04:40.469 --> 00:04:40.479 align:start position:0% websites or businesses and I think um 00:04:40.479 --> 00:04:44.230 align:start position:0% websites or businesses and I think um many<00:04:41.000> times<00:04:42.000> the<00:04:42.240> booths<00:04:42.639> that<00:04:42.800> you<00:04:43.040> see<00:04:43.759> uh<00:04:43.919> or 00:04:44.230 --> 00:04:44.240 align:start position:0% many times the booths that you see uh or 00:04:44.240 --> 00:04:45.990 align:start position:0% many times the booths that you see uh or just<00:04:44.479> even<00:04:44.639> the<00:04:44.880> sellers<00:04:45.280> they're<00:04:45.520> ready<00:04:45.759> to 00:04:45.990 --> 00:04:46.000 align:start position:0% just even the sellers they're ready to 00:04:46.000 --> 00:04:47.909 align:start position:0% just even the sellers they're ready to have<00:04:46.160> their<00:04:46.400> pitch<00:04:46.800> they<00:04:47.120> don't<00:04:47.280> really<00:04:47.600> care 00:04:47.909 --> 00:04:47.919 align:start position:0% have their pitch they don't really care 00:04:47.919 --> 00:04:52.070 align:start position:0% have their pitch they don't really care about<00:04:48.320> what<00:04:48.560> the<00:04:48.880> person's<00:04:49.320> doing<00:04:50.320> and<00:04:50.560> now<00:04:51.520> uh 00:04:52.070 --> 00:04:52.080 align:start position:0% about what the person's doing and now uh 00:04:52.080 --> 00:04:53.830 align:start position:0% about what the person's doing and now uh marketers<00:04:52.479> and<00:04:52.560> and<00:04:52.880> salespeople<00:04:53.440> too<00:04:53.600> in<00:04:53.759> the 00:04:53.830 --> 00:04:53.840 align:start position:0% marketers and and salespeople too in the 00:04:53.840 --> 00:04:55.550 align:start position:0% marketers and and salespeople too in the boost<00:04:54.160> are<00:04:54.400> getting<00:04:54.560> a<00:04:54.800> little<00:04:54.880> bit<00:04:55.120> more 00:04:55.550 --> 00:04:55.560 align:start position:0% boost are getting a little bit more 00:04:55.560 --> 00:04:58.150 align:start position:0% boost are getting a little bit more approachable<00:04:56.560> in<00:04:56.880> asking<00:04:57.360> what<00:04:57.520> do<00:04:57.680> they<00:04:57.840> do 00:04:58.150 --> 00:04:58.160 align:start position:0% approachable in asking what do they do 00:04:58.160 --> 00:04:59.990 align:start position:0% approachable in asking what do they do what<00:04:58.320> are<00:04:58.479> their<00:04:58.720> pain<00:04:58.960> points<00:04:59.360> and<00:04:59.520> and 00:04:59.990 --> 00:05:00.000 align:start position:0% what are their pain points and and 00:05:00.000 --> 00:05:01.590 align:start position:0% what are their pain points and and talking<00:05:00.240> to<00:05:00.400> them<00:05:00.560> about<00:05:00.880> something<00:05:01.120> that<00:05:01.440> can 00:05:01.590 --> 00:05:01.600 align:start position:0% talking to them about something that can 00:05:01.600 --> 00:05:03.830 align:start position:0% talking to them about something that can actually<00:05:02.000> help<00:05:02.240> them<00:05:02.560> rather<00:05:02.880> than<00:05:03.520> getting 00:05:03.830 --> 00:05:03.840 align:start position:0% actually help them rather than getting 00:05:03.840 --> 00:05:06.150 align:start position:0% actually help them rather than getting ready<00:05:04.080> to<00:05:04.320> get<00:05:04.479> their<00:05:04.720> message<00:05:05.040> out<00:05:05.360> and<00:05:05.680> then 00:05:06.150 --> 00:05:06.160 align:start position:0% ready to get their message out and then 00:05:06.160 --> 00:05:09.110 align:start position:0% ready to get their message out and then wait<00:05:07.120> Um<00:05:07.440> so<00:05:07.680> I<00:05:07.919> think<00:05:08.000> it's<00:05:08.240> that<00:05:08.560> I<00:05:08.720> think<00:05:08.880> the 00:05:09.110 --> 00:05:09.120 align:start position:0% wait Um so I think it's that I think the 00:05:09.120 --> 00:05:10.909 align:start position:0% wait Um so I think it's that I think the conversation<00:05:09.520> is<00:05:09.759> just<00:05:09.919> more<00:05:10.160> fun<00:05:10.400> and 00:05:10.909 --> 00:05:10.919 align:start position:0% conversation is just more fun and 00:05:10.919 --> 00:05:14.150 align:start position:0% conversation is just more fun and personable<00:05:11.919> as<00:05:12.160> well 00:05:14.150 --> 00:05:14.160 align:start position:0% personable as well 00:05:14.160 --> 00:05:16.350 align:start position:0% personable as well That's<00:05:14.680> amazing 00:05:16.350 --> 00:05:16.360 align:start position:0% That's amazing 00:05:16.360 --> 00:05:23.909 align:start position:0% That's amazing I<00:05:17.360> I'm<00:05:17.600> trying<00:05:17.840> to<00:05:18.000> turn<00:05:18.160> off<00:05:18.919> my<00:05:19.919> buzzing<00:05:21.120> Um 00:05:23.909 --> 00:05:23.919 align:start position:0% I I'm trying to turn off my buzzing Um 00:05:23.919 --> 00:05:25.510 align:start position:0% I I'm trying to turn off my buzzing Um it<00:05:24.160> looks<00:05:24.320> like<00:05:24.479> you<00:05:24.720> haven't<00:05:24.960> set<00:05:25.120> up<00:05:25.280> any 00:05:25.510 --> 00:05:25.520 align:start position:0% it looks like you haven't set up any 00:05:25.520 --> 00:05:33.270 align:start position:0% it looks like you haven't set up any HomeKit<00:05:26.080> access 00:05:33.270 --> 00:05:33.280 align:start position:0% 00:05:33.280 --> 00:05:35.710 align:start position:0% Technical<00:05:33.840> difficulty<00:05:34.479> Siri<00:05:34.960> thinks<00:05:35.199> I'm 00:05:35.710 --> 00:05:35.720 align:start position:0% Technical difficulty Siri thinks I'm 00:05:35.720 --> 00:05:40.830 align:start position:0% Technical difficulty Siri thinks I'm trying<00:05:36.720> Helpful<00:05:37.120> not<00:05:37.360> helpful<00:05:37.759> dairy<00:05:39.000> Um 00:05:40.830 --> 00:05:40.840 align:start position:0% trying Helpful not helpful dairy Um 00:05:40.840 --> 00:05:43.749 align:start position:0% trying Helpful not helpful dairy Um I<00:05:41.840> I<00:05:42.240> do<00:05:42.560> think<00:05:42.720> that's<00:05:42.960> what<00:05:43.120> buyers<00:05:43.520> have 00:05:43.749 --> 00:05:43.759 align:start position:0% I I do think that's what buyers have 00:05:43.759 --> 00:05:45.670 align:start position:0% I I do think that's what buyers have been<00:05:43.919> screaming<00:05:44.320> at<00:05:44.479> us<00:05:44.720> for<00:05:45.039> for<00:05:45.280> the<00:05:45.440> last 00:05:45.670 --> 00:05:45.680 align:start position:0% been screaming at us for for the last 00:05:45.680 --> 00:05:49.070 align:start position:0% been screaming at us for for the last few<00:05:45.919> years<00:05:46.479> of<00:05:46.880> like<00:05:47.440> that<00:05:47.759> human<00:05:48.240> connection 00:05:49.070 --> 00:05:49.080 align:start position:0% few years of like that human connection 00:05:49.080 --> 00:05:52.390 align:start position:0% few years of like that human connection and<00:05:50.080> wanting<00:05:50.479> to<00:05:50.639> be<00:05:50.880> seen<00:05:51.280> and<00:05:51.520> heard<00:05:52.000> for 00:05:52.390 --> 00:05:52.400 align:start position:0% and wanting to be seen and heard for 00:05:52.400 --> 00:05:54.310 align:start position:0% and wanting to be seen and heard for what<00:05:52.639> they<00:05:52.880> need<00:05:53.120> and<00:05:53.440> not<00:05:53.600> just<00:05:53.919> pumped 00:05:54.310 --> 00:05:54.320 align:start position:0% what they need and not just pumped 00:05:54.320 --> 00:05:56.430 align:start position:0% what they need and not just pumped through<00:05:54.560> some<00:05:54.800> sort<00:05:54.960> of<00:05:55.120> sales<00:05:55.440> process<00:05:55.840> like 00:05:56.430 --> 00:05:56.440 align:start position:0% through some sort of sales process like 00:05:56.440 --> 00:06:00.310 align:start position:0% through some sort of sales process like everybody<00:05:57.440> else<00:05:58.000> So<00:05:58.639> it<00:05:58.960> sounds<00:05:59.199> like<00:06:00.000> we 00:06:00.310 --> 00:06:00.320 align:start position:0% everybody else So it sounds like we 00:06:00.320 --> 00:06:02.070 align:start position:0% everybody else So it sounds like we finally<00:06:00.720> broke<00:06:01.039> through<00:06:01.280> and<00:06:01.440> saying<00:06:01.680> we<00:06:01.919> hear 00:06:02.070 --> 00:06:02.080 align:start position:0% finally broke through and saying we hear 00:06:02.080 --> 00:06:03.510 align:start position:0% finally broke through and saying we hear you<00:06:02.160> and<00:06:02.400> we're<00:06:02.639> doing<00:06:02.720> the<00:06:02.960> thing<00:06:03.120> and<00:06:03.360> now 00:06:03.510 --> 00:06:03.520 align:start position:0% you and we're doing the thing and now 00:06:03.520 --> 00:06:05.189 align:start position:0% you and we're doing the thing and now they're<00:06:03.759> actually<00:06:04.080> showing<00:06:04.319> up<00:06:04.479> to<00:06:04.639> to<00:06:05.039> want 00:06:05.189 --> 00:06:05.199 align:start position:0% they're actually showing up to to want 00:06:05.199 --> 00:06:09.189 align:start position:0% they're actually showing up to to want to<00:06:05.360> engage<00:06:05.600> and<00:06:06.120> that's<00:06:07.120> amazing<00:06:07.919> I<00:06:08.160> think<00:06:08.960> the 00:06:09.189 --> 00:06:09.199 align:start position:0% to engage and that's amazing I think the 00:06:09.199 --> 00:06:11.510 align:start position:0% to engage and that's amazing I think the the<00:06:09.440> people<00:06:09.680> element<00:06:10.160> too<00:06:10.960> sounds<00:06:11.199> like<00:06:11.360> the 00:06:11.510 --> 00:06:11.520 align:start position:0% the people element too sounds like the 00:06:11.520 --> 00:06:14.150 align:start position:0% the people element too sounds like the sales<00:06:11.840> team<00:06:12.400> how<00:06:12.639> are<00:06:12.800> you<00:06:13.039> working<00:06:13.280> with<00:06:13.840> the 00:06:14.150 --> 00:06:14.160 align:start position:0% sales team how are you working with the 00:06:14.160 --> 00:06:18.230 align:start position:0% sales team how are you working with the sales<00:06:14.479> team<00:06:15.039> in<00:06:15.360> terms<00:06:15.680> of<00:06:16.639> that<00:06:17.039> Like<00:06:18.000> it 00:06:18.230 --> 00:06:18.240 align:start position:0% sales team in terms of that Like it 00:06:18.240 --> 00:06:19.430 align:start position:0% sales team in terms of that Like it sounds<00:06:18.400> like<00:06:18.560> you're<00:06:18.720> all<00:06:18.880> working<00:06:19.120> together 00:06:19.430 --> 00:06:19.440 align:start position:0% sounds like you're all working together 00:06:19.440 --> 00:06:21.749 align:start position:0% sounds like you're all working together to<00:06:19.680> move<00:06:20.160> towards<00:06:20.479> that<00:06:20.800> direction 00:06:21.749 --> 00:06:21.759 align:start position:0% to move towards that direction 00:06:21.759 --> 00:06:23.350 align:start position:0% to move towards that direction holistically 00:06:23.350 --> 00:06:23.360 align:start position:0% holistically 00:06:23.360 --> 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was<00:06:30.560> that<00:06:30.800> a<00:06:30.960> collective<00:06:31.720> effort<00:06:32.960> Yeah<00:06:33.360> it<00:06:33.600> is 00:06:33.749 --> 00:06:33.759 align:start position:0% was that a collective effort Yeah it is 00:06:33.759 --> 00:06:35.510 align:start position:0% was that a collective effort Yeah it is absolutely<00:06:34.160> a<00:06:34.400> team<00:06:34.560> effort<00:06:34.880> and<00:06:35.120> I<00:06:35.280> would<00:06:35.440> say 00:06:35.510 --> 00:06:35.520 align:start position:0% absolutely a team effort and I would say 00:06:35.520 --> 00:06:37.350 align:start position:0% absolutely a team effort and I would say we're<00:06:35.840> very<00:06:36.160> lucky<00:06:36.400> at<00:06:36.639> thread<00:06:37.039> connect 00:06:37.350 --> 00:06:37.360 align:start position:0% we're very lucky at thread connect 00:06:37.360 --> 00:06:39.110 align:start position:0% we're very lucky at thread connect compared<00:06:37.759> to<00:06:38.000> some<00:06:38.240> other<00:06:38.560> companies<00:06:38.880> that 00:06:39.110 --> 00:06:39.120 align:start position:0% compared to some other companies that 00:06:39.120 --> 00:06:41.430 align:start position:0% compared to some other companies that I've<00:06:39.360> worked<00:06:39.600> at<00:06:40.319> with<00:06:40.639> we<00:06:40.880> have<00:06:40.960> a<00:06:41.199> great 00:06:41.430 --> 00:06:41.440 align:start position:0% I've worked at with we have a great 00:06:41.440 --> 00:06:43.749 align:start position:0% I've worked at with we have a great relationship<00:06:41.919> with<00:06:42.160> our<00:06:42.479> sales<00:06:42.800> team<00:06:43.440> and 00:06:43.749 --> 00:06:43.759 align:start position:0% relationship with our sales team and 00:06:43.759 --> 00:06:45.510 align:start position:0% relationship with our sales team and just<00:06:44.000> like<00:06:44.160> we<00:06:44.479> were<00:06:44.639> just<00:06:44.880> talking<00:06:45.199> about 00:06:45.510 --> 00:06:45.520 align:start position:0% just like we were just talking about 00:06:45.520 --> 00:06:47.430 align:start position:0% just like we were just talking about relationship<00:06:46.080> between<00:06:46.400> buyers<00:06:46.960> and 00:06:47.430 --> 00:06:47.440 align:start position:0% relationship between buyers and 00:06:47.440 --> 00:06:50.309 align:start position:0% relationship between buyers and marketers<00:06:48.000> and<00:06:48.319> salespeople<00:06:49.280> has<00:06:49.520> to<00:06:49.759> be 00:06:50.309 --> 00:06:50.319 align:start position:0% marketers and salespeople has to be 00:06:50.319 --> 00:06:53.350 align:start position:0% marketers and salespeople has to be people<00:06:50.720> first<00:06:51.600> product<00:06:52.080> second<00:06:52.800> It's<00:06:53.039> same 00:06:53.350 --> 00:06:53.360 align:start position:0% people first product second It's same 00:06:53.360 --> 00:06:55.350 align:start position:0% people first product second It's same between<00:06:53.759> sales<00:06:54.000> and<00:06:54.240> marketing<00:06:54.960> getting<00:06:55.199> to 00:06:55.350 --> 00:06:55.360 align:start position:0% between sales and marketing getting to 00:06:55.360 --> 00:06:57.990 align:start position:0% between sales and marketing getting to know<00:06:55.520> each<00:06:55.759> other<00:06:55.919> as<00:06:56.160> as<00:06:56.639> people<00:06:57.440> building 00:06:57.990 --> 00:06:58.000 align:start position:0% know each other as as people building 00:06:58.000 --> 00:07:00.550 align:start position:0% know each other as as people building that<00:06:58.400> personal<00:06:59.000> relationship<00:07:00.000> makes<00:07:00.240> it 00:07:00.550 --> 00:07:00.560 align:start position:0% that personal relationship makes it 00:07:00.560 --> 00:07:02.550 align:start position:0% that personal relationship makes it easier<00:07:00.880> to<00:07:01.199> work<00:07:01.360> together<00:07:01.840> and<00:07:02.160> understand 00:07:02.550 --> 00:07:02.560 align:start position:0% easier to work together and understand 00:07:02.560 --> 00:07:05.110 align:start position:0% easier to work together and understand that<00:07:02.880> we're<00:07:03.039> on<00:07:03.280> the<00:07:03.440> same<00:07:03.599> team<00:07:04.479> Um<00:07:04.800> we 00:07:05.110 --> 00:07:05.120 align:start position:0% that we're on the same team Um we 00:07:05.120 --> 00:07:07.110 align:start position:0% that we're on the same team Um we actually<00:07:05.440> have<00:07:06.080> shared<00:07:06.479> goals<00:07:06.720> with<00:07:06.960> the 00:07:07.110 --> 00:07:07.120 align:start position:0% actually have shared goals with the 00:07:07.120 --> 00:07:10.950 align:start position:0% actually have shared goals with the sales<00:07:07.440> team<00:07:08.240> Um<00:07:08.880> and<00:07:09.280> that<00:07:09.840> helps<00:07:10.479> bring<00:07:10.800> us 00:07:10.950 --> 00:07:10.960 align:start position:0% sales team Um and that helps bring us 00:07:10.960 --> 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position:0% some companies you could see oh marketing<00:07:20.080> only<00:07:20.400> is<00:07:20.720> responsible<00:07:21.199> for<00:07:21.440> leads 00:07:21.749 --> 00:07:21.759 align:start position:0% marketing only is responsible for leads 00:07:21.759 --> 00:07:23.270 align:start position:0% marketing only is responsible for leads and<00:07:21.919> then<00:07:22.160> sales<00:07:22.400> is<00:07:22.639> responsible<00:07:23.039> for 00:07:23.270 --> 00:07:23.280 align:start position:0% and then sales is responsible for 00:07:23.280 --> 00:07:25.350 align:start position:0% and then sales is responsible for pipeline<00:07:24.080> We're<00:07:24.319> actually<00:07:24.639> all<00:07:24.960> responsible 00:07:25.350 --> 00:07:25.360 align:start position:0% pipeline We're actually all responsible 00:07:25.360 --> 00:07:27.749 align:start position:0% pipeline We're actually all responsible for<00:07:25.599> pipeline<00:07:26.160> equally<00:07:27.039> Uh<00:07:27.280> and<00:07:27.520> we're 00:07:27.749 --> 00:07:27.759 align:start position:0% for pipeline equally Uh and we're 00:07:27.759 --> 00:07:30.790 align:start position:0% for pipeline equally Uh and we're measured<00:07:28.319> by<00:07:28.800> pipeline<00:07:29.280> and<00:07:29.520> closed<00:07:29.840> deals<00:07:30.400> Uh 00:07:30.790 --> 00:07:30.800 align:start position:0% measured by pipeline and closed deals Uh 00:07:30.800 --> 00:07:32.950 align:start position:0% measured by pipeline and closed deals Uh and<00:07:31.039> this<00:07:31.280> is<00:07:31.440> our<00:07:31.759> joint<00:07:32.080> success<00:07:32.639> which 00:07:32.950 --> 00:07:32.960 align:start position:0% and this is our joint success which 00:07:32.960 --> 00:07:35.350 align:start position:0% and this is our joint success which helps<00:07:33.440> bring<00:07:33.680> us<00:07:34.160> as<00:07:34.479> people<00:07:34.880> and<00:07:35.120> as 00:07:35.350 --> 00:07:35.360 align:start position:0% helps bring us as people and as 00:07:35.360 --> 00:07:38.710 align:start position:0% helps bring us as people and as teammates<00:07:35.919> closer<00:07:36.440> together<00:07:37.440> Um<00:07:38.240> so<00:07:38.479> yeah 00:07:38.710 --> 00:07:38.720 align:start position:0% teammates closer together Um so yeah 00:07:38.720 --> 00:07:41.510 align:start position:0% teammates closer together Um so yeah we're<00:07:39.039> absolutely<00:07:40.000> collaborative<00:07:40.720> in<00:07:41.199> all<00:07:41.440> of 00:07:41.510 --> 00:07:41.520 align:start position:0% we're absolutely collaborative in all of 00:07:41.520 --> 00:07:43.990 align:start position:0% we're absolutely collaborative in all of the<00:07:41.840> go<00:07:42.080> to<00:07:42.240> market<00:07:42.560> strategies<00:07:43.120> that<00:07:43.360> we<00:07:43.680> have 00:07:43.990 --> 00:07:44.000 align:start position:0% the go to market strategies that we have 00:07:44.000 --> 00:07:47.830 align:start position:0% the go to market strategies that we have and<00:07:44.319> metrics<00:07:44.800> as<00:07:45.039> well 00:07:47.830 --> 00:07:47.840 align:start position:0% and metrics as well 00:07:47.840 --> 00:07:50.150 align:start position:0% and metrics as well in<00:07:48.080> terms<00:07:48.240> of<00:07:48.400> aligning<00:07:48.800> on<00:07:49.039> metrics<00:07:49.680> And<00:07:49.919> I 00:07:50.150 --> 00:07:50.160 align:start position:0% in terms of aligning on metrics And I 00:07:50.160 --> 00:07:52.790 align:start position:0% in terms of aligning on metrics And I feel<00:07:50.319> like<00:07:50.560> a<00:07:50.880> lot<00:07:50.960> of<00:07:51.120> the<00:07:51.440> times<00:07:51.919> the 00:07:52.790 --> 00:07:52.800 align:start position:0% feel like a lot of the times the 00:07:52.800 --> 00:07:54.629 align:start position:0% feel like a lot of the times the fingerpointing<00:07:53.680> sort<00:07:53.919> of<00:07:54.080> happens<00:07:54.319> between 00:07:54.629 --> 00:07:54.639 align:start position:0% fingerpointing sort of happens between 00:07:54.639 --> 00:07:56.469 align:start position:0% fingerpointing sort of happens between marketing<00:07:54.960> and<00:07:55.199> sales<00:07:55.599> because<00:07:55.919> it's<00:07:56.240> like 00:07:56.469 --> 00:07:56.479 align:start position:0% marketing and sales because it's like 00:07:56.479 --> 00:07:58.790 align:start position:0% marketing and sales because it's like who<00:07:56.800> did<00:07:57.039> what<00:07:57.199> and<00:07:57.440> who<00:07:57.680> owns<00:07:58.080> what<00:07:58.400> So<00:07:58.639> it's 00:07:58.790 --> 00:07:58.800 align:start position:0% who did what and who owns what So it's 00:07:58.800 --> 00:08:00.629 align:start position:0% who did what and who owns what So it's great<00:07:58.960> that<00:07:59.120> you're<00:07:59.360> all<00:07:59.919> like<00:08:00.160> okay<00:08:00.400> we're 00:08:00.629 --> 00:08:00.639 align:start position:0% great that you're all like okay we're 00:08:00.639 --> 00:08:02.390 align:start position:0% great that you're all like okay we're all<00:08:00.800> responsible<00:08:01.280> for<00:08:01.520> revenue<00:08:01.919> but<00:08:02.160> what 00:08:02.390 --> 00:08:02.400 align:start position:0% all responsible for revenue but what 00:08:02.400 --> 00:08:05.990 align:start position:0% all responsible for revenue but what does<00:08:02.560> that<00:08:02.919> mean<00:08:03.919> in<00:08:04.240> terms<00:08:04.680> of<00:08:05.680> what 00:08:05.990 --> 00:08:06.000 align:start position:0% does that mean in terms of what 00:08:06.000 --> 00:08:09.350 align:start position:0% does that mean in terms of what marketing<00:08:06.919> contributes<00:08:07.919> and<00:08:08.319> is<00:08:08.800> being<00:08:09.120> held 00:08:09.350 --> 00:08:09.360 align:start position:0% marketing contributes and is being held 00:08:09.360 --> 00:08:11.909 align:start position:0% marketing contributes and is being held accountable<00:08:09.759> to<00:08:10.080> versus<00:08:10.560> sales<00:08:11.280> Or<00:08:11.599> is<00:08:11.759> it 00:08:11.909 --> 00:08:11.919 align:start position:0% accountable to versus sales Or is it 00:08:11.919 --> 00:08:15.270 align:start position:0% accountable to versus sales Or is it just<00:08:12.879> at<00:08:13.120> the<00:08:13.280> end<00:08:13.360> of<00:08:13.440> the<00:08:13.639> day<00:08:14.639> however<00:08:15.120> the 00:08:15.270 --> 00:08:15.280 align:start position:0% just at the end of the day however the 00:08:15.280 --> 00:08:17.670 align:start position:0% just at the end of the day however the however<00:08:15.599> the<00:08:15.759> revenue<00:08:16.160> got<00:08:16.319> there<00:08:17.280> teamwork 00:08:17.670 --> 00:08:17.680 align:start position:0% however the revenue got there teamwork 00:08:17.680 --> 00:08:19.270 align:start position:0% however the revenue got there teamwork makes<00:08:17.919> the<00:08:18.080> dream<00:08:18.240> work<00:08:18.639> We're<00:08:18.879> all<00:08:18.960> in<00:08:19.120> this 00:08:19.270 --> 00:08:19.280 align:start position:0% makes the dream work We're all in this 00:08:19.280 --> 00:08:21.110 align:start position:0% makes the dream work We're all in this together<00:08:19.599> sort<00:08:19.840> of<00:08:19.919> thing<00:08:20.080> Is<00:08:20.240> it<00:08:20.560> is<00:08:20.800> it<00:08:20.960> one 00:08:21.110 --> 00:08:21.120 align:start position:0% together sort of thing Is it is it one 00:08:21.120 --> 00:08:23.270 align:start position:0% together sort of thing Is it is it one or<00:08:21.199> the<00:08:21.280> other<00:08:21.440> A<00:08:21.520> bit<00:08:21.759> of<00:08:21.919> both<00:08:22.720> How<00:08:22.960> are<00:08:23.120> you 00:08:23.270 --> 00:08:23.280 align:start position:0% or the other A bit of both How are you 00:08:23.280 --> 00:08:26.950 align:start position:0% or the other A bit of both How are you sort<00:08:23.520> of<00:08:24.400> taking<00:08:25.000> accountability<00:08:26.000> for<00:08:26.639> as 00:08:26.950 --> 00:08:26.960 align:start position:0% sort of taking accountability for as 00:08:26.960 --> 00:08:29.749 align:start position:0% sort of taking accountability for as each<00:08:27.199> service<00:08:27.520> line<00:08:27.759> to<00:08:28.000> contribute<00:08:29.199> Yeah<00:08:29.440> I 00:08:29.749 --> 00:08:29.759 align:start position:0% each service line to contribute Yeah I 00:08:29.759 --> 00:08:32.230 align:start position:0% each service line to contribute Yeah I think<00:08:29.840> it's<00:08:30.080> it's<00:08:30.479> more<00:08:30.720> of<00:08:30.879> the<00:08:31.120> latter<00:08:31.840> Um 00:08:32.230 --> 00:08:32.240 align:start position:0% think it's it's more of the latter Um 00:08:32.240 --> 00:08:34.949 align:start position:0% think it's it's more of the latter Um we're<00:08:32.560> trying<00:08:32.800> to<00:08:33.039> shy<00:08:33.360> away<00:08:33.760> from<00:08:34.399> what<00:08:34.640> some 00:08:34.949 --> 00:08:34.959 align:start position:0% we're trying to shy away from what some 00:08:34.959 --> 00:08:37.670 align:start position:0% we're trying to shy away from what some people<00:08:35.120> would<00:08:35.360> call<00:08:35.760> credit<00:08:36.159> culture<00:08:36.880> So<00:08:37.120> like 00:08:37.670 --> 00:08:37.680 align:start position:0% people would call credit culture So like 00:08:37.680 --> 00:08:40.149 align:start position:0% people would call credit culture So like who<00:08:38.000> who<00:08:38.399> owns<00:08:38.719> this<00:08:38.959> lead<00:08:39.120> or<00:08:39.440> who<00:08:39.680> generated 00:08:40.149 --> 00:08:40.159 align:start position:0% who who owns this lead or who generated 00:08:40.159 --> 00:08:42.149 align:start position:0% who who owns this lead or who generated this<00:08:40.399> lead<00:08:40.800> Oh<00:08:41.039> it's<00:08:41.200> marketing<00:08:41.680> No<00:08:41.919> it's 00:08:42.149 --> 00:08:42.159 align:start position:0% this lead Oh it's marketing No it's 00:08:42.159 --> 00:08:46.389 align:start position:0% this lead Oh it's marketing No it's sales<00:08:42.959> In<00:08:43.200> reality<00:08:43.919> in<00:08:44.159> a<00:08:44.399> complex<00:08:45.040> B2B<00:08:45.680> sale 00:08:46.389 --> 00:08:46.399 align:start position:0% sales In reality in a complex B2B sale 00:08:46.399 --> 00:08:49.670 align:start position:0% sales In reality in a complex B2B sale there<00:08:46.640> are<00:08:47.360> multiple<00:08:47.959> touches<00:08:48.959> And<00:08:49.200> there<00:08:49.440> is 00:08:49.670 --> 00:08:49.680 align:start position:0% there are multiple touches And there is 00:08:49.680 --> 00:08:51.829 align:start position:0% there are multiple touches And there is no<00:08:50.000> sale<00:08:50.560> that<00:08:50.959> happens<00:08:51.360> without<00:08:51.680> a 00:08:51.829 --> 00:08:51.839 align:start position:0% no sale that happens without a 00:08:51.839 --> 00:08:54.550 align:start position:0% no sale that happens without a salesperson's<00:08:52.560> involvement<00:08:53.360> obviously<00:08:54.240> at 00:08:54.550 --> 00:08:54.560 align:start position:0% salesperson's involvement obviously at 00:08:54.560 --> 00:08:57.030 align:start position:0% salesperson's involvement obviously at this<00:08:54.720> point<00:08:54.959> anyway<00:08:55.920> uh<00:08:56.080> before<00:08:56.320> AI<00:08:56.720> takes 00:08:57.030 --> 00:08:57.040 align:start position:0% this point anyway uh before AI takes 00:08:57.040 --> 00:08:59.269 align:start position:0% this point anyway uh before AI takes over<00:08:57.279> but<00:08:57.600> right<00:08:57.839> now<00:08:58.320> and<00:08:58.560> there<00:08:58.720> is<00:08:58.880> also 00:08:59.269 --> 00:08:59.279 align:start position:0% over but right now and there is also 00:08:59.279 --> 00:09:01.750 align:start position:0% over but right now and there is also really<00:08:59.680> no<00:09:00.080> sales<00:09:00.640> that<00:09:00.959> happens<00:09:01.360> without 00:09:01.750 --> 00:09:01.760 align:start position:0% really no sales that happens without 00:09:01.760 --> 00:09:03.670 align:start position:0% really no sales that happens without marketing<00:09:02.160> involvement<00:09:02.800> even<00:09:03.040> if<00:09:03.279> marketing 00:09:03.670 --> 00:09:03.680 align:start position:0% marketing involvement even if marketing 00:09:03.680 --> 00:09:05.590 align:start position:0% marketing involvement even if marketing didn't<00:09:04.000> generate<00:09:04.399> the<00:09:04.560> lead<00:09:04.959> there's<00:09:05.200> still<00:09:05.360> a 00:09:05.590 --> 00:09:05.600 align:start position:0% didn't generate the lead there's still a 00:09:05.600 --> 00:09:07.910 align:start position:0% didn't generate the lead there's still a person<00:09:05.760> that<00:09:06.080> came<00:09:06.240> to<00:09:06.399> the<00:09:06.640> website<00:09:07.360> or<00:09:07.680> maybe 00:09:07.910 --> 00:09:07.920 align:start position:0% person that came to the website or maybe 00:09:07.920 --> 00:09:09.670 align:start position:0% person that came to the website or maybe they<00:09:08.160> read<00:09:08.480> some<00:09:08.720> document<00:09:09.200> that<00:09:09.440> the 00:09:09.670 --> 00:09:09.680 align:start position:0% they read some document that the 00:09:09.680 --> 00:09:12.870 align:start position:0% they read some document that the salesperson<00:09:10.399> sent<00:09:10.640> them<00:09:11.279> Um<00:09:11.839> so<00:09:12.240> all<00:09:12.480> of<00:09:12.640> those 00:09:12.870 --> 00:09:12.880 align:start position:0% salesperson sent them Um so all of those 00:09:12.880 --> 00:09:15.350 align:start position:0% salesperson sent them Um so all of those efforts<00:09:13.360> really<00:09:13.920> make<00:09:14.160> a<00:09:14.399> sale<00:09:14.800> happen<00:09:15.120> and 00:09:15.350 --> 00:09:15.360 align:start position:0% efforts really make a sale happen and 00:09:15.360 --> 00:09:17.030 align:start position:0% efforts really make a sale happen and there<00:09:15.600> are<00:09:15.760> always<00:09:16.080> multiple<00:09:16.480> touches 00:09:17.030 --> 00:09:17.040 align:start position:0% there are always multiple touches 00:09:17.040 --> 00:09:20.150 align:start position:0% there are always multiple touches multiple<00:09:17.440> interactions<00:09:18.800> Um<00:09:19.279> so<00:09:19.519> we<00:09:19.760> do<00:09:20.000> look 00:09:20.150 --> 00:09:20.160 align:start position:0% multiple interactions Um so we do look 00:09:20.160 --> 00:09:24.310 align:start position:0% multiple interactions Um so we do look at<00:09:20.320> it<00:09:20.800> We<00:09:21.120> look<00:09:21.279> at<00:09:21.920> uh<00:09:22.320> what<00:09:23.120> impacted<00:09:23.839> the 00:09:24.310 --> 00:09:24.320 align:start position:0% at it We look at uh what impacted the 00:09:24.320 --> 00:09:27.430 align:start position:0% at it We look at uh what impacted the sale<00:09:24.560> or<00:09:24.880> the<00:09:25.040> the<00:09:25.959> opportunity<00:09:26.959> what<00:09:27.200> the 00:09:27.430 --> 00:09:27.440 align:start position:0% sale or the the opportunity what the 00:09:27.440 --> 00:09:29.990 align:start position:0% sale or the the opportunity what the touches<00:09:28.000> were<00:09:28.480> if<00:09:28.720> we<00:09:28.959> can<00:09:29.120> track<00:09:29.360> it<00:09:29.600> what<00:09:29.839> the 00:09:29.990 --> 00:09:30.000 align:start position:0% touches were if we can track it what the 00:09:30.000 --> 00:09:31.910 align:start position:0% touches were if we can track it what the interactions<00:09:30.720> were<00:09:31.279> but<00:09:31.519> we<00:09:31.680> don't 00:09:31.910 --> 00:09:31.920 align:start position:0% interactions were but we don't 00:09:31.920 --> 00:09:34.790 align:start position:0% interactions were but we don't necessarily<00:09:32.800> say<00:09:33.279> "Oh<00:09:33.839> this<00:09:34.080> is<00:09:34.240> who<00:09:34.480> gets 00:09:34.790 --> 00:09:34.800 align:start position:0% necessarily say "Oh this is who gets 00:09:34.800 --> 00:09:37.829 align:start position:0% necessarily say "Oh this is who gets credit<00:09:35.120> for<00:09:35.360> this<00:09:35.680> deal."<00:09:36.560> Um<00:09:36.959> and<00:09:37.200> I<00:09:37.360> I<00:09:37.680> would 00:09:37.829 --> 00:09:37.839 align:start position:0% credit for this deal." Um and I I would 00:09:37.839 --> 00:09:39.910 align:start position:0% credit for this deal." Um and I I would say<00:09:38.000> to<00:09:38.240> the<00:09:38.640> previous<00:09:39.040> question<00:09:39.360> you<00:09:39.600> had 00:09:39.910 --> 00:09:39.920 align:start position:0% say to the previous question you had 00:09:39.920 --> 00:09:42.470 align:start position:0% say to the previous question you had that<00:09:40.160> also<00:09:40.480> helps<00:09:40.800> the<00:09:41.040> team<00:09:41.279> work<00:09:41.920> closer 00:09:42.470 --> 00:09:42.480 align:start position:0% that also helps the team work closer 00:09:42.480 --> 00:09:44.870 align:start position:0% that also helps the team work closer because<00:09:42.959> we<00:09:43.279> all<00:09:43.440> want<00:09:43.600> the<00:09:43.839> deal<00:09:44.000> to<00:09:44.240> happen 00:09:44.870 --> 00:09:44.880 align:start position:0% because we all want the deal to happen 00:09:44.880 --> 00:09:48.070 align:start position:0% because we all want the deal to happen We<00:09:45.200> don't<00:09:45.560> care<00:09:46.560> who<00:09:47.040> gets<00:09:47.360> credit<00:09:47.680> for<00:09:47.839> the 00:09:48.070 --> 00:09:48.080 align:start position:0% We don't care who gets credit for the 00:09:48.080 --> 00:09:49.910 align:start position:0% We don't care who gets credit for the deal<00:09:48.399> because<00:09:48.800> you<00:09:48.959> know<00:09:49.040> we<00:09:49.279> both<00:09:49.519> benefit 00:09:49.910 --> 00:09:49.920 align:start position:0% deal because you know we both benefit 00:09:49.920 --> 00:09:52.630 align:start position:0% deal because you know we both benefit from<00:09:50.160> it<00:09:50.320> and<00:09:50.560> we<00:09:50.800> both<00:09:51.600> suffer<00:09:52.000> if<00:09:52.160> the<00:09:52.399> deal 00:09:52.630 --> 00:09:52.640 align:start position:0% from it and we both suffer if the deal 00:09:52.640 --> 00:09:54.630 align:start position:0% from it and we both suffer if the deal doesn't<00:09:52.959> happen<00:09:53.360> So<00:09:53.519> on<00:09:53.760> our<00:09:53.920> end<00:09:54.160> we<00:09:54.399> want<00:09:54.480> to 00:09:54.630 --> 00:09:54.640 align:start position:0% doesn't happen So on our end we want to 00:09:54.640 --> 00:09:57.430 align:start position:0% doesn't happen So on our end we want to make<00:09:54.880> sure<00:09:55.519> that<00:09:56.080> the<00:09:56.320> the<00:09:56.880> opportunities 00:09:57.430 --> 00:09:57.440 align:start position:0% make sure that the the opportunities 00:09:57.440 --> 00:10:00.310 align:start position:0% make sure that the the opportunities that<00:09:57.760> we<00:09:58.000> generate<00:09:58.560> are<00:09:58.880> good<00:09:59.120> quality<00:10:00.080> that 00:10:00.310 --> 00:10:00.320 align:start position:0% that we generate are good quality that 00:10:00.320 --> 00:10:03.030 align:start position:0% that we generate are good quality that the<00:10:00.720> conversations<00:10:01.519> we<00:10:02.320> present<00:10:02.640> to<00:10:02.800> the 00:10:03.030 --> 00:10:03.040 align:start position:0% the conversations we present to the 00:10:03.040 --> 00:10:05.990 align:start position:0% the conversations we present to the sales<00:10:03.360> team<00:10:03.760> are<00:10:04.080> meaningful<00:10:05.040> and<00:10:05.279> they<00:10:05.600> also 00:10:05.990 --> 00:10:06.000 align:start position:0% sales team are meaningful and they also 00:10:06.000 --> 00:10:07.430 align:start position:0% sales team are meaningful and they also want<00:10:06.160> to<00:10:06.320> make<00:10:06.399> sure<00:10:06.560> that<00:10:06.800> they<00:10:07.040> move<00:10:07.200> them 00:10:07.430 --> 00:10:07.440 align:start position:0% want to make sure that they move them 00:10:07.440 --> 00:10:09.590 align:start position:0% want to make sure that they move them forward<00:10:07.839> and<00:10:08.080> they<00:10:08.399> spend<00:10:08.640> their<00:10:08.959> time<00:10:09.200> most 00:10:09.590 --> 00:10:09.600 align:start position:0% forward and they spend their time most 00:10:09.600 --> 00:10:13.110 align:start position:0% forward and they spend their time most efficiently<00:10:11.040> um<00:10:11.279> to<00:10:11.920> qualify<00:10:12.480> them<00:10:12.720> to<00:10:12.959> get 00:10:13.110 --> 00:10:13.120 align:start position:0% efficiently um to qualify them to get 00:10:13.120 --> 00:10:14.870 align:start position:0% efficiently um to qualify them to get additional<00:10:13.600> information<00:10:14.079> and<00:10:14.320> then<00:10:14.480> to<00:10:14.720> work 00:10:14.870 --> 00:10:14.880 align:start position:0% additional information and then to work 00:10:14.880 --> 00:10:18.630 align:start position:0% additional information and then to work with<00:10:15.040> us<00:10:15.279> to<00:10:16.160> um<00:10:16.399> help<00:10:17.440> uh<00:10:17.680> drive<00:10:18.079> what<00:10:18.320> what 00:10:18.630 --> 00:10:18.640 align:start position:0% with us to um help uh drive what what 00:10:18.640 --> 00:10:20.069 align:start position:0% with us to um help uh drive what what else<00:10:18.880> they<00:10:19.120> might<00:10:19.279> need<00:10:19.519> in<00:10:19.760> terms<00:10:19.920> of 00:10:20.069 --> 00:10:20.079 align:start position:0% else they might need in terms of 00:10:20.079 --> 00:10:22.230 align:start position:0% else they might need in terms of messaging<00:10:20.560> in<00:10:20.720> terms<00:10:20.880> of<00:10:21.040> collateral<00:10:21.760> so<00:10:22.000> so 00:10:22.230 --> 00:10:22.240 align:start position:0% messaging in terms of collateral so so 00:10:22.240 --> 00:10:24.550 align:start position:0% messaging in terms of collateral so so the<00:10:22.480> deal<00:10:22.959> help<00:10:23.279> the<00:10:23.519> deal<00:10:23.760> actually<00:10:24.079> closes 00:10:24.550 --> 00:10:24.560 align:start position:0% the deal help the deal actually closes 00:10:24.560 --> 00:10:26.630 align:start position:0% the deal help the deal actually closes but<00:10:24.880> I<00:10:25.120> guess<00:10:25.200> the<00:10:25.519> other<00:10:25.760> thing<00:10:26.000> the<00:10:26.320> ultimate 00:10:26.630 --> 00:10:26.640 align:start position:0% but I guess the other thing the ultimate 00:10:26.640 --> 00:10:29.910 align:start position:0% but I guess the other thing the ultimate goal<00:10:26.959> here<00:10:27.279> is<00:10:28.000> to<00:10:28.320> help<00:10:28.640> the<00:10:29.120> customer<00:10:29.680> right 00:10:29.910 --> 00:10:29.920 align:start position:0% goal here is to help the customer right 00:10:29.920 --> 00:10:32.710 align:start position:0% goal here is to help the customer right to<00:10:30.079> help<00:10:30.240> the<00:10:30.480> buyer<00:10:31.279> so<00:10:31.600> we<00:10:31.920> want<00:10:32.000> to<00:10:32.240> educate 00:10:32.710 --> 00:10:32.720 align:start position:0% to help the buyer so we want to educate 00:10:32.720 --> 00:10:35.750 align:start position:0% to help the buyer so we want to educate them<00:10:33.040> we<00:10:33.279> don't<00:10:33.360> want<00:10:33.519> to<00:10:33.680> just<00:10:33.920> sell<00:10:34.959> um<00:10:35.440> and 00:10:35.750 --> 00:10:35.760 align:start position:0% them we don't want to just sell um and 00:10:35.760 --> 00:10:38.389 align:start position:0% them we don't want to just sell um and there<00:10:36.000> are<00:10:36.320> people<00:10:36.640> for<00:10:37.040> whom<00:10:37.519> or<00:10:37.920> companies 00:10:38.389 --> 00:10:38.399 align:start position:0% there are people for whom or companies 00:10:38.399 --> 00:10:41.030 align:start position:0% there are people for whom or companies for<00:10:38.640> which<00:10:38.880> our<00:10:39.200> products<00:10:39.600> aren't<00:10:39.920> a<00:10:40.160> fit<00:10:40.720> for 00:10:41.030 --> 00:10:41.040 align:start position:0% for which our products aren't a fit for 00:10:41.040 --> 00:10:43.110 align:start position:0% for which our products aren't a fit for various<00:10:41.600> reasons<00:10:42.079> right<00:10:42.240> so<00:10:42.560> we<00:10:42.720> want<00:10:42.880> to<00:10:42.959> make 00:10:43.110 --> 00:10:43.120 align:start position:0% various reasons right so we want to make 00:10:43.120 --> 00:10:45.829 align:start position:0% various reasons right so we want to make sure<00:10:43.360> We<00:10:44.160> identify<00:10:44.560> those<00:10:44.880> right<00:10:45.200> people<00:10:45.600> the 00:10:45.829 --> 00:10:45.839 align:start position:0% sure We identify those right people the 00:10:45.839 --> 00:10:49.509 align:start position:0% sure We identify those right people the ICP<00:10:46.640> of<00:10:47.040> people<00:10:47.360> that<00:10:47.839> we<00:10:48.079> are<00:10:48.640> most<00:10:48.880> likely<00:10:49.279> to 00:10:49.509 --> 00:10:49.519 align:start position:0% ICP of people that we are most likely to 00:10:49.519 --> 00:10:52.069 align:start position:0% ICP of people that we are most likely to be<00:10:49.600> able<00:10:49.760> to<00:10:49.920> help<00:10:50.399> and<00:10:50.720> then<00:10:51.440> provide<00:10:51.839> them 00:10:52.069 --> 00:10:52.079 align:start position:0% be able to help and then provide them 00:10:52.079 --> 00:10:55.030 align:start position:0% be able to help and then provide them enough<00:10:52.399> information<00:10:52.959> to<00:10:53.839> uh<00:10:54.079> be<00:10:54.320> helpful<00:10:54.800> and 00:10:55.030 --> 00:10:55.040 align:start position:0% enough information to uh be helpful and 00:10:55.040 --> 00:10:57.269 align:start position:0% enough information to uh be helpful and so<00:10:55.200> that<00:10:55.440> they<00:10:55.760> ultimately<00:10:56.160> move<00:10:56.480> to<00:10:56.880> purchase 00:10:57.269 --> 00:10:57.279 align:start position:0% so that they ultimately move to purchase 00:10:57.279 --> 00:11:00.190 align:start position:0% so that they ultimately move to purchase and<00:10:57.519> it's<00:10:57.680> a<00:10:57.760> win-win 00:11:00.190 --> 00:11:00.200 align:start position:0% and it's a win-win 00:11:00.200 --> 00:11:03.110 align:start position:0% and it's a win-win Yes<00:11:01.200> it's<00:11:01.519> so<00:11:02.079> it's<00:11:02.320> so<00:11:02.560> nice<00:11:02.720> when<00:11:02.880> you<00:11:03.040> put 00:11:03.110 --> 00:11:03.120 align:start position:0% Yes it's so it's so nice when you put 00:11:03.120 --> 00:11:04.470 align:start position:0% Yes it's so it's so nice when you put your<00:11:03.360> customer<00:11:03.680> really<00:11:03.839> at<00:11:04.000> the<00:11:04.160> center<00:11:04.320> of 00:11:04.470 --> 00:11:04.480 align:start position:0% your customer really at the center of 00:11:04.480 --> 00:11:06.389 align:start position:0% your customer really at the center of everything<00:11:04.800> you<00:11:04.959> do<00:11:05.279> makes<00:11:05.519> it<00:11:05.760> so<00:11:06.160> much 00:11:06.389 --> 00:11:06.399 align:start position:0% everything you do makes it so much 00:11:06.399 --> 00:11:08.790 align:start position:0% everything you do makes it so much easier<00:11:06.880> to<00:11:07.200> like<00:11:07.440> align<00:11:07.839> and<00:11:08.079> come<00:11:08.240> together 00:11:08.790 --> 00:11:08.800 align:start position:0% easier to like align and come together 00:11:08.800 --> 00:11:12.030 align:start position:0% easier to like align and come together when<00:11:09.040> it<00:11:09.200> comes<00:11:09.560> to<00:11:10.560> defining 00:11:12.030 --> 00:11:12.040 align:start position:0% when it comes to defining 00:11:12.040 --> 00:11:17.829 align:start position:0% when it comes to defining goals<00:11:13.040> as<00:11:13.760> a<00:11:14.279> company<00:11:15.279> and<00:11:16.000> then<00:11:16.519> having<00:11:17.519> to 00:11:17.829 --> 00:11:17.839 align:start position:0% goals as a company and then having to 00:11:17.839 --> 00:11:19.910 align:start position:0% goals as a company and then having to ladder<00:11:18.160> up<00:11:18.320> to<00:11:18.560> those<00:11:18.959> as<00:11:19.360> marketing<00:11:19.680> and 00:11:19.910 --> 00:11:19.920 align:start position:0% ladder up to those as marketing and 00:11:19.920 --> 00:11:22.710 align:start position:0% ladder up to those as marketing and sales 00:11:22.710 --> 00:11:22.720 align:start position:0% sales 00:11:22.720 --> 00:11:25.430 align:start position:0% sales How<00:11:22.959> are<00:11:23.120> you<00:11:23.360> working<00:11:23.600> together<00:11:24.079> to<00:11:24.399> say<00:11:25.200> I 00:11:25.430 --> 00:11:25.440 align:start position:0% How are you working together to say I 00:11:25.440 --> 00:11:26.949 align:start position:0% How are you working together to say I this<00:11:25.680> is<00:11:25.760> such<00:11:25.920> a<00:11:26.079> big<00:11:26.240> topic<00:11:26.480> right<00:11:26.720> now 00:11:26.949 --> 00:11:26.959 align:start position:0% this is such a big topic right now 00:11:26.959 --> 00:11:29.829 align:start position:0% this is such a big topic right now because<00:11:27.200> it<00:11:27.440> feels<00:11:27.959> like<00:11:28.959> directive<00:11:29.519> comes 00:11:29.829 --> 00:11:29.839 align:start position:0% because it feels like directive comes 00:11:29.839 --> 00:11:31.990 align:start position:0% because it feels like directive comes down<00:11:30.079> from<00:11:30.320> the<00:11:30.480> top<00:11:30.800> of<00:11:31.120> this<00:11:31.279> is<00:11:31.440> our<00:11:31.600> revenue 00:11:31.990 --> 00:11:32.000 align:start position:0% down from the top of this is our revenue 00:11:32.000 --> 00:11:34.870 align:start position:0% down from the top of this is our revenue goal<00:11:32.640> go<00:11:32.880> forth<00:11:33.120> and<00:11:33.360> conquer<00:11:33.920> and<00:11:34.079> it's<00:11:34.399> like 00:11:34.870 --> 00:11:34.880 align:start position:0% goal go forth and conquer and it's like 00:11:34.880 --> 00:11:37.590 align:start position:0% goal go forth and conquer and it's like wait<00:11:35.120> a<00:11:35.279> minute<00:11:36.480> um<00:11:36.959> and<00:11:37.120> it<00:11:37.279> sounds<00:11:37.440> like 00:11:37.590 --> 00:11:37.600 align:start position:0% wait a minute um and it sounds like 00:11:37.600 --> 00:11:39.030 align:start position:0% wait a minute um and it sounds like threat<00:11:37.920> connect<00:11:38.160> is<00:11:38.320> just<00:11:38.480> approaching<00:11:38.800> this 00:11:39.030 --> 00:11:39.040 align:start position:0% threat connect is just approaching this 00:11:39.040 --> 00:11:40.829 align:start position:0% threat connect is just approaching this some<00:11:39.200> from<00:11:39.440> such<00:11:39.600> a<00:11:39.839> different 00:11:40.829 --> 00:11:40.839 align:start position:0% some from such a different 00:11:40.839 --> 00:11:43.910 align:start position:0% some from such a different avenue<00:11:41.839> that<00:11:42.079> I<00:11:42.240> think<00:11:42.399> we<00:11:42.560> all<00:11:42.800> would<00:11:43.440> love<00:11:43.680> to 00:11:43.910 --> 00:11:43.920 align:start position:0% avenue that I think we all would love to 00:11:43.920 --> 00:11:45.230 align:start position:0% avenue that I think we all would love to know<00:11:44.240> in<00:11:44.480> terms 00:11:45.230 --> 00:11:45.240 align:start position:0% know in terms 00:11:45.240 --> 00:11:47.750 align:start position:0% know in terms of<00:11:46.240> how<00:11:46.399> are<00:11:46.560> the<00:11:46.640> goals<00:11:46.959> being<00:11:47.120> set<00:11:47.360> and<00:11:47.519> then 00:11:47.750 --> 00:11:47.760 align:start position:0% of how are the goals being set and then 00:11:47.760 --> 00:11:49.269 align:start position:0% of how are the goals being set and then how<00:11:47.920> are<00:11:48.079> you<00:11:48.399> coming<00:11:48.560> together<00:11:48.800> as<00:11:49.040> marketing 00:11:49.269 --> 00:11:49.279 align:start position:0% how are you coming together as marketing 00:11:49.279 --> 00:11:50.949 align:start position:0% how are you coming together as marketing and<00:11:49.440> sales<00:11:49.600> to<00:11:49.760> say<00:11:49.920> we<00:11:50.079> can<00:11:50.240> or<00:11:50.480> cannot<00:11:50.800> meet 00:11:50.949 --> 00:11:50.959 align:start position:0% and sales to say we can or cannot meet 00:11:50.959 --> 00:11:54.470 align:start position:0% and sales to say we can or cannot meet those<00:11:52.279> And<00:11:53.279> have<00:11:53.440> you<00:11:53.680> have<00:11:53.839> you<00:11:54.000> run<00:11:54.160> into<00:11:54.320> a 00:11:54.470 --> 00:11:54.480 align:start position:0% those And have you have you run into a 00:11:54.480 --> 00:11:56.190 align:start position:0% those And have you have you run into a place<00:11:54.640> where<00:11:54.800> you<00:11:54.959> were<00:11:55.120> like 00:11:56.190 --> 00:11:56.200 align:start position:0% place where you were like 00:11:56.200 --> 00:11:58.870 align:start position:0% place where you were like that's<00:11:57.200> that's<00:11:57.600> not<00:11:57.839> possible<00:11:58.320> or<00:11:58.560> are<00:11:58.720> you 00:11:58.870 --> 00:11:58.880 align:start position:0% that's that's not possible or are you 00:11:58.880 --> 00:12:00.389 align:start position:0% that's that's not possible or are you part<00:11:58.959> of<00:11:59.040> the<00:11:59.200> conversation<00:11:59.839> How<00:12:00.079> does 00:12:00.389 --> 00:12:00.399 align:start position:0% part of the conversation How does 00:12:00.399 --> 00:12:03.190 align:start position:0% part of the conversation How does setting<00:12:00.800> goals<00:12:01.360> at<00:12:01.680> threat<00:12:02.079> connect<00:12:02.720> work<00:12:02.959> and 00:12:03.190 --> 00:12:03.200 align:start position:0% setting goals at threat connect work and 00:12:03.200 --> 00:12:04.550 align:start position:0% setting goals at threat connect work and how<00:12:03.360> is<00:12:03.519> marketing<00:12:03.839> and<00:12:04.000> sales<00:12:04.160> a<00:12:04.320> part<00:12:04.399> of 00:12:04.550 --> 00:12:04.560 align:start position:0% how is marketing and sales a part of 00:12:04.560 --> 00:12:06.949 align:start position:0% how is marketing and sales a part of that<00:12:05.040> That's<00:12:05.200> the<00:12:05.440> question<00:12:05.760> Yeah<00:12:06.399> that<00:12:06.720> is<00:12:06.800> a 00:12:06.949 --> 00:12:06.959 align:start position:0% that That's the question Yeah that is a 00:12:06.959 --> 00:12:09.590 align:start position:0% that That's the question Yeah that is a big<00:12:07.200> question<00:12:08.079> And<00:12:08.480> so<00:12:08.720> there<00:12:08.959> is<00:12:09.040> a<00:12:09.279> revenue 00:12:09.590 --> 00:12:09.600 align:start position:0% big question And so there is a revenue 00:12:09.600 --> 00:12:11.750 align:start position:0% big question And so there is a revenue goal<00:12:09.839> and<00:12:10.079> there<00:12:10.320> are<00:12:10.480> sales<00:12:10.800> codas<00:12:11.279> and<00:12:11.519> they 00:12:11.750 --> 00:12:11.760 align:start position:0% goal and there are sales codas and they 00:12:11.760 --> 00:12:15.509 align:start position:0% goal and there are sales codas and they are<00:12:11.920> what<00:12:12.160> they<00:12:12.399> are<00:12:12.800> Um<00:12:13.680> uh<00:12:13.839> what<00:12:14.079> we<00:12:14.399> do<00:12:15.120> to 00:12:15.509 --> 00:12:15.519 align:start position:0% are what they are Um uh what we do to 00:12:15.519 --> 00:12:19.350 align:start position:0% are what they are Um uh what we do to then<00:12:16.240> come<00:12:16.560> off<00:12:16.720> of<00:12:16.959> that<00:12:17.440> is<00:12:18.399> we<00:12:18.720> build<00:12:18.959> this 00:12:19.350 --> 00:12:19.360 align:start position:0% then come off of that is we build this 00:12:19.360 --> 00:12:22.710 align:start position:0% then come off of that is we build this reverse<00:12:19.839> waterfall<00:12:20.399> what<00:12:20.639> we<00:12:20.800> call<00:12:20.959> it<00:12:21.839> where 00:12:22.710 --> 00:12:22.720 align:start position:0% reverse waterfall what we call it where 00:12:22.720 --> 00:12:25.430 align:start position:0% reverse waterfall what we call it where um<00:12:23.120> we<00:12:23.440> look<00:12:23.680> at<00:12:23.920> our<00:12:24.320> historical<00:12:24.959> conversion 00:12:25.430 --> 00:12:25.440 align:start position:0% um we look at our historical conversion 00:12:25.440 --> 00:12:27.509 align:start position:0% um we look at our historical conversion rates<00:12:25.839> and<00:12:26.079> what<00:12:26.240> I<00:12:26.399> mean<00:12:26.560> by<00:12:26.639> that<00:12:26.880> is<00:12:27.040> we<00:12:27.360> look 00:12:27.509 --> 00:12:27.519 align:start position:0% rates and what I mean by that is we look 00:12:27.519 --> 00:12:31.269 align:start position:0% rates and what I mean by that is we look at<00:12:28.639> um<00:12:28.959> when<00:12:29.279> we<00:12:29.519> generate<00:12:30.079> a<00:12:30.240> thousand<00:12:30.720> leads 00:12:31.269 --> 00:12:31.279 align:start position:0% at um when we generate a thousand leads 00:12:31.279 --> 00:12:33.190 align:start position:0% at um when we generate a thousand leads for<00:12:31.440> example<00:12:32.079> how<00:12:32.320> many<00:12:32.480> of<00:12:32.720> them<00:12:32.880> then 00:12:33.190 --> 00:12:33.200 align:start position:0% for example how many of them then 00:12:33.200 --> 00:12:35.269 align:start position:0% for example how many of them then convert<00:12:33.600> into<00:12:33.920> an<00:12:34.079> opportunity<00:12:34.720> how<00:12:34.959> many<00:12:35.120> of 00:12:35.269 --> 00:12:35.279 align:start position:0% convert into an opportunity how many of 00:12:35.279 --> 00:12:37.910 align:start position:0% convert into an opportunity how many of those<00:12:35.680> convert<00:12:36.160> into<00:12:36.480> a<00:12:36.800> deal<00:12:37.200> and<00:12:37.519> obviously 00:12:37.910 --> 00:12:37.920 align:start position:0% those convert into a deal and obviously 00:12:37.920 --> 00:12:40.790 align:start position:0% those convert into a deal and obviously there<00:12:38.160> are<00:12:38.320> stages<00:12:38.639> in<00:12:38.880> between<00:12:39.240> then<00:12:40.240> we<00:12:40.560> take 00:12:40.790 --> 00:12:40.800 align:start position:0% there are stages in between then we take 00:12:40.800 --> 00:12:43.910 align:start position:0% there are stages in between then we take these<00:12:41.200> conversion<00:12:41.600> rates<00:12:42.000> and<00:12:42.399> kind<00:12:42.560> of<00:12:42.920> apply 00:12:43.910 --> 00:12:43.920 align:start position:0% these conversion rates and kind of apply 00:12:43.920 --> 00:12:46.150 align:start position:0% these conversion rates and kind of apply in<00:12:44.240> reverse<00:12:44.639> to<00:12:44.880> that<00:12:45.120> revenue<00:12:45.519> goal<00:12:45.760> and<00:12:46.000> to 00:12:46.150 --> 00:12:46.160 align:start position:0% in reverse to that revenue goal and to 00:12:46.160 --> 00:12:50.629 align:start position:0% in reverse to that revenue goal and to say<00:12:46.720> if<00:12:47.040> we<00:12:47.360> do<00:12:48.200> absolutely<00:12:49.200> exactly<00:12:50.079> what<00:12:50.320> we 00:12:50.629 --> 00:12:50.639 align:start position:0% say if we do absolutely exactly what we 00:12:50.639 --> 00:12:54.550 align:start position:0% say if we do absolutely exactly what we did<00:12:50.959> last<00:12:51.480> year<00:12:52.480> where<00:12:53.040> is<00:12:53.279> it<00:12:53.519> going<00:12:53.600> to<00:12:54.240> land 00:12:54.550 --> 00:12:54.560 align:start position:0% did last year where is it going to land 00:12:54.560 --> 00:12:56.629 align:start position:0% did last year where is it going to land us<00:12:54.880> Like<00:12:55.200> where<00:12:55.440> how<00:12:55.680> many<00:12:55.920> leads<00:12:56.160> do<00:12:56.320> we<00:12:56.480> need 00:12:56.629 --> 00:12:56.639 align:start position:0% us Like where how many leads do we need 00:12:56.639 --> 00:12:58.629 align:start position:0% us Like where how many leads do we need to<00:12:56.880> generate<00:12:57.519> with<00:12:57.760> these<00:12:58.079> same<00:12:58.240> conversion 00:12:58.629 --> 00:12:58.639 align:start position:0% to generate with these same conversion 00:12:58.639 --> 00:13:01.110 align:start position:0% to generate with these same conversion rates<00:12:58.880> to<00:12:59.120> get<00:12:59.279> to<00:12:59.440> this<00:12:59.680> revenue<00:13:00.079> goal<00:13:00.959> And 00:13:01.110 --> 00:13:01.120 align:start position:0% rates to get to this revenue goal And 00:13:01.120 --> 00:13:03.389 align:start position:0% rates to get to this revenue goal And then<00:13:01.440> is<00:13:01.680> it<00:13:01.839> realistic<00:13:02.399> or<00:13:02.639> not<00:13:02.959> And 00:13:03.389 --> 00:13:03.399 align:start position:0% then is it realistic or not And 00:13:03.399 --> 00:13:06.069 align:start position:0% then is it realistic or not And sometimes<00:13:04.399> we<00:13:04.720> do<00:13:04.959> find<00:13:05.200> that<00:13:05.440> it's<00:13:05.760> actually 00:13:06.069 --> 00:13:06.079 align:start position:0% sometimes we do find that it's actually 00:13:06.079 --> 00:13:08.870 align:start position:0% sometimes we do find that it's actually not<00:13:06.399> realistic<00:13:07.519> Um<00:13:07.839> you<00:13:08.079> look<00:13:08.240> at<00:13:08.399> things<00:13:08.639> like 00:13:08.870 --> 00:13:08.880 align:start position:0% not realistic Um you look at things like 00:13:08.880 --> 00:13:10.629 align:start position:0% not realistic Um you look at things like average<00:13:09.279> sale<00:13:09.600> price<00:13:10.000> you<00:13:10.079> know<00:13:10.160> is<00:13:10.399> it 00:13:10.629 --> 00:13:10.639 align:start position:0% average sale price you know is it 00:13:10.639 --> 00:13:13.269 align:start position:0% average sale price you know is it increasing<00:13:11.200> is<00:13:11.360> it<00:13:11.639> decreasing<00:13:12.639> what<00:13:12.880> are<00:13:13.040> the 00:13:13.269 --> 00:13:13.279 align:start position:0% increasing is it decreasing what are the 00:13:13.279 --> 00:13:15.670 align:start position:0% increasing is it decreasing what are the different<00:13:13.600> factors<00:13:14.079> that<00:13:14.399> might<00:13:14.800> come<00:13:15.120> into 00:13:15.670 --> 00:13:15.680 align:start position:0% different factors that might come into 00:13:15.680 --> 00:13:18.949 align:start position:0% different factors that might come into making<00:13:16.000> that<00:13:16.480> goal<00:13:17.279> uh<00:13:17.519> making<00:13:17.920> those<00:13:18.399> targets 00:13:18.949 --> 00:13:18.959 align:start position:0% making that goal uh making those targets 00:13:18.959 --> 00:13:22.150 align:start position:0% making that goal uh making those targets a<00:13:19.320> reality<00:13:20.320> Um<00:13:20.800> and<00:13:21.040> then<00:13:21.279> we<00:13:21.519> have<00:13:21.680> a<00:13:21.839> joint 00:13:22.150 --> 00:13:22.160 align:start position:0% a reality Um and then we have a joint 00:13:22.160 --> 00:13:24.069 align:start position:0% a reality Um and then we have a joint conversation<00:13:23.040> between<00:13:23.360> the<00:13:23.600> sales<00:13:23.839> and 00:13:24.069 --> 00:13:24.079 align:start position:0% conversation between the sales and 00:13:24.079 --> 00:13:25.910 align:start position:0% conversation between the sales and marketing<00:13:24.399> and<00:13:24.639> honestly<00:13:25.279> other<00:13:25.680> people 00:13:25.910 --> 00:13:25.920 align:start position:0% marketing and honestly other people 00:13:25.920 --> 00:13:28.389 align:start position:0% marketing and honestly other people involved<00:13:26.480> Finance<00:13:26.800> is<00:13:27.120> very<00:13:27.279> much<00:13:27.519> involved 00:13:28.389 --> 00:13:28.399 align:start position:0% involved Finance is very much involved 00:13:28.399 --> 00:13:30.870 align:start position:0% involved Finance is very much involved in<00:13:28.639> these<00:13:28.959> discussions<00:13:29.680> as<00:13:29.920> well<00:13:30.320> So<00:13:30.480> we<00:13:30.720> can 00:13:30.870 --> 00:13:30.880 align:start position:0% in these discussions as well So we can 00:13:30.880 --> 00:13:33.430 align:start position:0% in these discussions as well So we can determine<00:13:31.839> do<00:13:32.079> we<00:13:32.240> need<00:13:32.399> to<00:13:32.639> actually<00:13:33.040> adjust 00:13:33.430 --> 00:13:33.440 align:start position:0% determine do we need to actually adjust 00:13:33.440 --> 00:13:35.350 align:start position:0% determine do we need to actually adjust our<00:13:33.760> goals<00:13:34.079> because<00:13:34.399> what<00:13:34.639> we're<00:13:34.880> shooting 00:13:35.350 --> 00:13:35.360 align:start position:0% our goals because what we're shooting 00:13:35.360 --> 00:13:37.350 align:start position:0% our goals because what we're shooting isn't<00:13:35.760> going<00:13:35.920> to<00:13:36.079> work<00:13:36.720> Do<00:13:36.959> we<00:13:37.120> need 00:13:37.350 --> 00:13:37.360 align:start position:0% isn't going to work Do we need 00:13:37.360 --> 00:13:39.350 align:start position:0% isn't going to work Do we need additional<00:13:37.920> budget<00:13:38.480> Because<00:13:38.720> then<00:13:39.040> we<00:13:39.200> need 00:13:39.350 --> 00:13:39.360 align:start position:0% additional budget Because then we need 00:13:39.360 --> 00:13:41.590 align:start position:0% additional budget Because then we need to<00:13:39.600> generate<00:13:40.079> more<00:13:40.399> We<00:13:40.639> can't<00:13:40.880> do<00:13:41.120> more<00:13:41.360> with 00:13:41.590 --> 00:13:41.600 align:start position:0% to generate more We can't do more with 00:13:41.600 --> 00:13:44.150 align:start position:0% to generate more We can't do more with the<00:13:41.839> same<00:13:42.240> resources<00:13:42.720> that<00:13:43.040> we<00:13:43.200> have<00:13:43.760> Do<00:13:44.000> we 00:13:44.150 --> 00:13:44.160 align:start position:0% the same resources that we have Do we 00:13:44.160 --> 00:13:46.629 align:start position:0% the same resources that we have Do we need<00:13:44.320> to<00:13:44.639> find<00:13:44.959> some<00:13:45.200> tools<00:13:45.760> to<00:13:46.079> help<00:13:46.240> us<00:13:46.480> be 00:13:46.629 --> 00:13:46.639 align:start position:0% need to find some tools to help us be 00:13:46.639 --> 00:13:48.790 align:start position:0% need to find some tools to help us be more<00:13:46.880> efficient<00:13:47.360> so<00:13:47.600> we<00:13:47.839> could<00:13:48.160> actually<00:13:48.560> do 00:13:48.790 --> 00:13:48.800 align:start position:0% more efficient so we could actually do 00:13:48.800 --> 00:13:51.670 align:start position:0% more efficient so we could actually do more<00:13:49.040> with<00:13:49.279> less<00:13:50.000> And<00:13:50.399> usually<00:13:50.959> honestly<00:13:51.440> it's 00:13:51.670 --> 00:13:51.680 align:start position:0% more with less And usually honestly it's 00:13:51.680 --> 00:13:54.949 align:start position:0% more with less And usually honestly it's all<00:13:51.920> of<00:13:52.000> the<00:13:52.240> above<00:13:53.120> Um<00:13:53.680> we<00:13:54.000> do<00:13:54.480> have<00:13:54.639> a<00:13:54.880> little 00:13:54.949 --> 00:13:54.959 align:start position:0% all of the above Um we do have a little 00:13:54.959 --> 00:13:57.430 align:start position:0% all of the above Um we do have a little bit<00:13:55.120> of<00:13:55.279> back<00:13:55.440> and<00:13:55.680> forth<00:13:56.000> on<00:13:56.320> goals<00:13:56.720> when<00:13:57.040> we 00:13:57.430 --> 00:13:57.440 align:start position:0% bit of back and forth on goals when we 00:13:57.440 --> 00:13:59.269 align:start position:0% bit of back and forth on goals when we initially<00:13:57.920> are<00:13:58.160> in<00:13:58.399> the<00:13:58.560> process<00:13:58.720> of<00:13:58.959> setting 00:13:59.269 --> 00:13:59.279 align:start position:0% initially are in the process of setting 00:13:59.279 --> 00:14:01.910 align:start position:0% initially are in the process of setting them<00:13:59.760> just<00:14:00.000> to<00:14:00.240> come<00:14:00.399> to<00:14:00.720> something<00:14:01.040> that<00:14:01.600> we 00:14:01.910 --> 00:14:01.920 align:start position:0% them just to come to something that we 00:14:01.920 --> 00:14:05.030 align:start position:0% them just to come to something that we can<00:14:02.639> be<00:14:02.959> confident<00:14:03.360> in<00:14:03.680> saying<00:14:04.000> okay<00:14:04.560> it<00:14:04.800> is 00:14:05.030 --> 00:14:05.040 align:start position:0% can be confident in saying okay it is 00:14:05.040 --> 00:14:07.189 align:start position:0% can be confident in saying okay it is possible<00:14:05.360> to<00:14:05.600> reach<00:14:05.839> these<00:14:06.079> goals<00:14:06.639> We<00:14:06.880> want<00:14:06.959> to 00:14:07.189 --> 00:14:07.199 align:start position:0% possible to reach these goals We want to 00:14:07.199 --> 00:14:10.150 align:start position:0% possible to reach these goals We want to grow<00:14:07.519> so<00:14:07.680> it<00:14:07.920> incorporates<00:14:08.480> that<00:14:08.800> growth<00:14:09.760> and 00:14:10.150 --> 00:14:10.160 align:start position:0% grow so it incorporates that growth and 00:14:10.160 --> 00:14:12.230 align:start position:0% grow so it incorporates that growth and this<00:14:10.399> is<00:14:10.560> what<00:14:10.800> we<00:14:11.040> need<00:14:11.199> to<00:14:11.440> make<00:14:11.600> it<00:14:11.839> happen 00:14:12.230 --> 00:14:12.240 align:start position:0% this is what we need to make it happen 00:14:12.240 --> 00:14:14.470 align:start position:0% this is what we need to make it happen And<00:14:12.399> sometimes<00:14:12.880> we<00:14:13.120> also<00:14:13.519> regroup<00:14:14.079> even<00:14:14.320> in 00:14:14.470 --> 00:14:14.480 align:start position:0% And sometimes we also regroup even in 00:14:14.480 --> 00:14:17.750 align:start position:0% And sometimes we also regroup even in the<00:14:14.639> middle<00:14:14.800> of<00:14:14.959> the<00:14:15.120> year<00:14:15.760> or<00:14:16.399> quarter<00:14:17.040> to<00:14:17.360> say 00:14:17.750 --> 00:14:17.760 align:start position:0% the middle of the year or quarter to say 00:14:17.760 --> 00:14:20.310 align:start position:0% the middle of the year or quarter to say hey<00:14:18.480> we<00:14:18.800> haven't<00:14:19.120> been<00:14:19.440> meeting<00:14:19.760> goals<00:14:20.079> or 00:14:20.310 --> 00:14:20.320 align:start position:0% hey we haven't been meeting goals or 00:14:20.320 --> 00:14:22.710 align:start position:0% hey we haven't been meeting goals or we've<00:14:20.639> been<00:14:20.800> consistently<00:14:21.360> exceeding<00:14:21.839> goals 00:14:22.710 --> 00:14:22.720 align:start position:0% we've been consistently exceeding goals 00:14:22.720 --> 00:14:24.949 align:start position:0% we've been consistently exceeding goals Why<00:14:23.199> Because<00:14:23.440> I<00:14:23.680> think<00:14:23.839> that<00:14:24.160> it's<00:14:24.480> not<00:14:24.720> just 00:14:24.949 --> 00:14:24.959 align:start position:0% Why Because I think that it's not just 00:14:24.959 --> 00:14:27.670 align:start position:0% Why Because I think that it's not just about<00:14:25.279> the<00:14:25.519> numbers<00:14:26.000> it's<00:14:26.240> the<00:14:26.560> why<00:14:27.440> the 00:14:27.670 --> 00:14:27.680 align:start position:0% about the numbers it's the why the 00:14:27.680 --> 00:14:30.550 align:start position:0% about the numbers it's the why the numbers<00:14:28.079> are<00:14:28.240> the<00:14:28.480> way<00:14:28.639> we<00:14:29.120> the<00:14:29.360> way<00:14:29.600> they<00:14:29.839> are 00:14:30.550 --> 00:14:30.560 align:start position:0% numbers are the way we the way they are 00:14:30.560 --> 00:14:32.790 align:start position:0% numbers are the way we the way they are Um<00:14:30.959> did<00:14:31.199> we<00:14:31.360> do<00:14:31.600> something<00:14:31.920> that<00:14:32.240> was<00:14:32.480> very 00:14:32.790 --> 00:14:32.800 align:start position:0% Um did we do something that was very 00:14:32.800 --> 00:14:34.710 align:start position:0% Um did we do something that was very successful<00:14:33.600> Like<00:14:33.920> we<00:14:34.160> were<00:14:34.320> just<00:14:34.480> talking 00:14:34.710 --> 00:14:34.720 align:start position:0% successful Like we were just talking 00:14:34.720 --> 00:14:37.030 align:start position:0% successful Like we were just talking about<00:14:34.959> RSA<00:14:35.680> We<00:14:35.920> always<00:14:36.160> have<00:14:36.320> a<00:14:36.560> spike<00:14:36.800> in 00:14:37.030 --> 00:14:37.040 align:start position:0% about RSA We always have a spike in 00:14:37.040 --> 00:14:39.030 align:start position:0% about RSA We always have a spike in pipeline<00:14:37.600> creation<00:14:37.920> around<00:14:38.240> these<00:14:38.560> big<00:14:38.720> trade 00:14:39.030 --> 00:14:39.040 align:start position:0% pipeline creation around these big trade 00:14:39.040 --> 00:14:41.350 align:start position:0% pipeline creation around these big trade shows<00:14:39.680> and<00:14:39.920> that's<00:14:40.240> very<00:14:40.480> obvious<00:14:40.880> We<00:14:41.120> know 00:14:41.350 --> 00:14:41.360 align:start position:0% shows and that's very obvious We know 00:14:41.360 --> 00:14:44.470 align:start position:0% shows and that's very obvious We know okay<00:14:41.600> we<00:14:41.760> went<00:14:41.839> to<00:14:42.120> RSA<00:14:43.120> here<00:14:43.680> it<00:14:43.920> went<00:14:44.160> well 00:14:44.470 --> 00:14:44.480 align:start position:0% okay we went to RSA here it went well 00:14:44.480 --> 00:14:47.189 align:start position:0% okay we went to RSA here it went well there<00:14:44.639> is<00:14:44.720> a<00:14:44.880> spike<00:14:45.199> there<00:14:45.920> Um<00:14:46.399> but<00:14:46.639> then<00:14:46.880> when 00:14:47.189 --> 00:14:47.199 align:start position:0% there is a spike there Um but then when 00:14:47.199 --> 00:14:50.870 align:start position:0% there is a spike there Um but then when we<00:14:47.760> don't<00:14:48.000> have<00:14:48.160> RSA<00:14:49.120> how<00:14:49.279> do<00:14:49.440> we<00:14:49.600> get<00:14:50.480> how<00:14:50.720> can 00:14:50.870 --> 00:14:50.880 align:start position:0% we don't have RSA how do we get how can 00:14:50.880 --> 00:14:52.550 align:start position:0% we don't have RSA how do we get how can we<00:14:51.120> replicate<00:14:51.600> that<00:14:51.839> with<00:14:52.079> other<00:14:52.320> things 00:14:52.550 --> 00:14:52.560 align:start position:0% we replicate that with other things 00:14:52.560 --> 00:14:54.069 align:start position:0% we replicate that with other things Because<00:14:52.800> there's<00:14:53.040> only<00:14:53.199> so<00:14:53.440> many<00:14:53.600> big<00:14:53.839> trade 00:14:54.069 --> 00:14:54.079 align:start position:0% Because there's only so many big trade 00:14:54.079 --> 00:14:58.069 align:start position:0% Because there's only so many big trade shows<00:14:54.399> out<00:14:54.639> there<00:14:55.480> Um<00:14:56.480> and<00:14:56.959> and<00:14:57.440> understanding 00:14:58.069 --> 00:14:58.079 align:start position:0% shows out there Um and and understanding 00:14:58.079 --> 00:15:01.990 align:start position:0% shows out there Um and and understanding these<00:14:58.560> contributors<00:14:59.360> to<00:14:59.760> success<00:15:00.320> or<00:15:00.720> not<00:15:01.760> um 00:15:01.990 --> 00:15:02.000 align:start position:0% these contributors to success or not um 00:15:02.000 --> 00:15:03.910 align:start position:0% these contributors to success or not um is<00:15:02.240> what<00:15:02.560> helps<00:15:02.800> you<00:15:02.959> also<00:15:03.279> adjust<00:15:03.680> the 00:15:03.910 --> 00:15:03.920 align:start position:0% is what helps you also adjust the 00:15:03.920 --> 00:15:06.790 align:start position:0% is what helps you also adjust the strategy<00:15:04.480> You<00:15:04.720> can't<00:15:04.880> just<00:15:05.120> set<00:15:05.279> the<00:15:05.440> goal<00:15:05.800> and 00:15:06.790 --> 00:15:06.800 align:start position:0% strategy You can't just set the goal and 00:15:06.800 --> 00:15:09.189 align:start position:0% strategy You can't just set the goal and go<00:15:07.040> for<00:15:07.279> it<00:15:07.519> the<00:15:07.760> whole<00:15:08.000> year<00:15:08.560> You<00:15:08.800> have<00:15:08.959> to 00:15:09.189 --> 00:15:09.199 align:start position:0% go for it the whole year You have to 00:15:09.199 --> 00:15:11.110 align:start position:0% go for it the whole year You have to adapt<00:15:09.680> throughout<00:15:10.079> the<00:15:10.320> year<00:15:10.639> things<00:15:10.880> are 00:15:11.110 --> 00:15:11.120 align:start position:0% adapt throughout the year things are 00:15:11.120 --> 00:15:13.829 align:start position:0% adapt throughout the year things are changing<00:15:11.440> very<00:15:11.839> quickly<00:15:12.160> and<00:15:12.880> not<00:15:13.199> just<00:15:13.440> with 00:15:13.829 --> 00:15:13.839 align:start position:0% changing very quickly and not just with 00:15:13.839 --> 00:15:16.069 align:start position:0% changing very quickly and not just with your<00:15:14.160> marketing<00:15:14.720> with<00:15:14.959> the<00:15:15.120> world<00:15:15.519> that<00:15:15.839> there 00:15:16.069 --> 00:15:16.079 align:start position:0% your marketing with the world that there 00:15:16.079 --> 00:15:17.990 align:start position:0% your marketing with the world that there are<00:15:16.240> external<00:15:16.720> factors<00:15:17.120> that<00:15:17.279> affect<00:15:17.600> it<00:15:17.839> too 00:15:17.990 --> 00:15:18.000 align:start position:0% are external factors that affect it too 00:15:18.000 --> 00:15:20.470 align:start position:0% are external factors that affect it too and<00:15:18.240> so<00:15:18.399> you<00:15:18.639> need<00:15:18.720> to<00:15:18.959> understand<00:15:19.360> all<00:15:19.600> of<00:15:19.680> it 00:15:20.470 --> 00:15:20.480 align:start position:0% and so you need to understand all of it 00:15:20.480 --> 00:15:24.069 align:start position:0% and so you need to understand all of it to<00:15:21.440> uh<00:15:21.839> adapt<00:15:22.320> so<00:15:22.480> the<00:15:22.639> goals<00:15:22.959> I<00:15:23.199> would<00:15:23.360> say<00:15:23.839> you 00:15:24.069 --> 00:15:24.079 align:start position:0% to uh adapt so the goals I would say you 00:15:24.079 --> 00:15:27.230 align:start position:0% to uh adapt so the goals I would say you have<00:15:24.240> to<00:15:24.399> look<00:15:24.480> at<00:15:24.720> them<00:15:25.279> constantly<00:15:26.240> weekly 00:15:27.230 --> 00:15:27.240 align:start position:0% have to look at them constantly weekly 00:15:27.240 --> 00:15:30.870 align:start position:0% have to look at them constantly weekly daily<00:15:28.240> very<00:15:28.240> very<00:15:28.560> frequently 00:15:30.870 --> 00:15:30.880 align:start position:0% daily very very frequently 00:15:30.880 --> 00:15:33.990 align:start position:0% daily very very frequently do<00:15:31.199> you<00:15:31.360> adjust<00:15:31.920> them<00:15:32.800> so<00:15:33.199> if<00:15:33.440> you<00:15:33.600> don't<00:15:33.760> hit 00:15:33.990 --> 00:15:34.000 align:start position:0% do you adjust them so if you don't hit 00:15:34.000 --> 00:15:37.430 align:start position:0% do you adjust them so if you don't hit your<00:15:34.240> numbers<00:15:34.720> in<00:15:35.480> Q1<00:15:36.480> does<00:15:36.720> that<00:15:37.040> have<00:15:37.279> to 00:15:37.430 --> 00:15:37.440 align:start position:0% your numbers in Q1 does that have to 00:15:37.440 --> 00:15:39.590 align:start position:0% your numbers in Q1 does that have to roll<00:15:37.920> into<00:15:38.320> the<00:15:38.560> rest<00:15:38.720> of<00:15:38.800> the<00:15:39.040> year<00:15:39.199> and<00:15:39.440> you 00:15:39.590 --> 00:15:39.600 align:start position:0% roll into the rest of the year and you 00:15:39.600 --> 00:15:42.790 align:start position:0% roll into the rest of the year and you have<00:15:39.760> ground<00:15:40.240> to<00:15:40.399> make<00:15:40.639> up<00:15:41.519> or<00:15:41.839> do<00:15:42.000> you<00:15:42.240> adjust 00:15:42.790 --> 00:15:42.800 align:start position:0% have ground to make up or do you adjust 00:15:42.800 --> 00:15:46.389 align:start position:0% have ground to make up or do you adjust to<00:15:43.199> say<00:15:43.920> okay<00:15:44.320> we<00:15:44.560> don't<00:15:44.800> think<00:15:44.959> we<00:15:45.199> can<00:15:45.399> hit 00:15:46.389 --> 00:15:46.399 align:start position:0% to say okay we don't think we can hit 00:15:46.399 --> 00:15:49.509 align:start position:0% to say okay we don't think we can hit this<00:15:47.279> but<00:15:47.600> we<00:15:47.839> think<00:15:47.920> we<00:15:48.240> can<00:15:48.399> still<00:15:48.720> hit<00:15:49.040> this 00:15:49.509 --> 00:15:49.519 align:start position:0% this but we think we can still hit this 00:15:49.519 --> 00:15:52.470 align:start position:0% this but we think we can still hit this and<00:15:49.680> you<00:15:49.920> sort<00:15:50.079> of<00:15:50.880> negotiate<00:15:51.440> and<00:15:51.759> compromise 00:15:52.470 --> 00:15:52.480 align:start position:0% and you sort of negotiate and compromise 00:15:52.480 --> 00:15:55.350 align:start position:0% and you sort of negotiate and compromise with<00:15:53.440> whatever<00:15:54.000> factors<00:15:54.399> you<00:15:54.560> were<00:15:54.720> sort<00:15:54.880> of 00:15:55.350 --> 00:15:55.360 align:start position:0% with whatever factors you were sort of 00:15:55.360 --> 00:15:57.670 align:start position:0% with whatever factors you were sort of up<00:15:55.600> against<00:15:55.839> in<00:15:56.079> Q1<00:15:56.480> that<00:15:56.639> aren't<00:15:56.880> panning<00:15:57.199> out 00:15:57.670 --> 00:15:57.680 align:start position:0% up against in Q1 that aren't panning out 00:15:57.680 --> 00:16:00.310 align:start position:0% up against in Q1 that aren't panning out that<00:15:58.240> you<00:15:58.480> you<00:15:59.279> hope<00:15:59.519> to<00:15:59.680> combat<00:16:00.000> a<00:16:00.160> little<00:16:00.240> bit 00:16:00.310 --> 00:16:00.320 align:start position:0% that you you hope to combat a little bit 00:16:00.320 --> 00:16:03.269 align:start position:0% that you you hope to combat a little bit in<00:16:00.480> Q2<00:16:00.880> but<00:16:01.040> you<00:16:01.120> can't<00:16:01.279> kind<00:16:01.440> of<00:16:01.600> guarantee 00:16:03.269 --> 00:16:03.279 align:start position:0% in Q2 but you can't kind of guarantee 00:16:03.279 --> 00:16:06.550 align:start position:0% in Q2 but you can't kind of guarantee um<00:16:03.600> we<00:16:04.000> don't<00:16:04.320> adjust<00:16:04.800> them<00:16:05.120> in<00:16:05.440> that<00:16:05.680> way<00:16:06.240> we 00:16:06.550 --> 00:16:06.560 align:start position:0% um we don't adjust them in that way we 00:16:06.560 --> 00:16:08.790 align:start position:0% um we don't adjust them in that way we actually<00:16:07.440> even<00:16:07.759> out<00:16:08.000> the<00:16:08.160> goals<00:16:08.480> throughout 00:16:08.790 --> 00:16:08.800 align:start position:0% actually even out the goals throughout 00:16:08.800 --> 00:16:10.870 align:start position:0% actually even out the goals throughout the<00:16:09.040> year<00:16:09.600> even<00:16:09.920> though<00:16:10.160> we<00:16:10.320> know<00:16:10.480> there<00:16:10.720> is 00:16:10.870 --> 00:16:10.880 align:start position:0% the year even though we know there is 00:16:10.880 --> 00:16:14.710 align:start position:0% the year even though we know there is seasonality<00:16:11.759> in<00:16:12.079> place<00:16:13.040> So<00:16:13.920> we<00:16:14.160> would<00:16:14.399> know 00:16:14.710 --> 00:16:14.720 align:start position:0% seasonality in place So we would know 00:16:14.720 --> 00:16:17.150 align:start position:0% seasonality in place So we would know sometimes<00:16:15.279> that<00:16:15.600> we<00:16:15.839> wouldn't<00:16:16.160> hit<00:16:16.320> that<00:16:16.639> goal 00:16:17.150 --> 00:16:17.160 align:start position:0% sometimes that we wouldn't hit that goal 00:16:17.160 --> 00:16:21.030 align:start position:0% sometimes that we wouldn't hit that goal in<00:16:18.160> let's<00:16:18.480> say<00:16:18.959> you<00:16:19.199> know<00:16:19.440> January<00:16:20.079> or 00:16:21.030 --> 00:16:21.040 align:start position:0% in let's say you know January or 00:16:21.040 --> 00:16:22.870 align:start position:0% in let's say you know January or December<00:16:21.600> because<00:16:21.839> there's<00:16:22.160> holidays<00:16:22.639> and 00:16:22.870 --> 00:16:22.880 align:start position:0% December because there's holidays and 00:16:22.880 --> 00:16:24.629 align:start position:0% December because there's holidays and all<00:16:23.040> that<00:16:23.279> stuff<00:16:23.519> or<00:16:23.759> in<00:16:24.000> the<00:16:24.160> summer<00:16:24.399> in 00:16:24.629 --> 00:16:24.639 align:start position:0% all that stuff or in the summer in 00:16:24.639 --> 00:16:26.710 align:start position:0% all that stuff or in the summer in Europe<00:16:25.120> there<00:16:25.279> is<00:16:25.440> also<00:16:25.759> a<00:16:26.000> lot<00:16:26.079> of<00:16:26.240> downtime 00:16:26.710 --> 00:16:26.720 align:start position:0% Europe there is also a lot of downtime 00:16:26.720 --> 00:16:29.350 align:start position:0% Europe there is also a lot of downtime and<00:16:26.959> holiday<00:16:27.440> stuff<00:16:28.160> Sometimes<00:16:28.720> we<00:16:28.959> just<00:16:29.199> know 00:16:29.350 --> 00:16:29.360 align:start position:0% and holiday stuff Sometimes we just know 00:16:29.360 --> 00:16:31.670 align:start position:0% and holiday stuff Sometimes we just know it<00:16:29.600> and<00:16:29.920> so<00:16:30.079> when<00:16:30.399> we<00:16:30.560> look<00:16:30.720> at<00:16:30.880> the<00:16:31.040> goal<00:16:31.360> line 00:16:31.670 --> 00:16:31.680 align:start position:0% it and so when we look at the goal line 00:16:31.680 --> 00:16:33.829 align:start position:0% it and so when we look at the goal line which<00:16:32.000> could<00:16:32.240> be<00:16:32.399> flat<00:16:32.800> like<00:16:33.040> every<00:16:33.360> week<00:16:33.600> it's 00:16:33.829 --> 00:16:33.839 align:start position:0% which could be flat like every week it's 00:16:33.839 --> 00:16:36.230 align:start position:0% which could be flat like every week it's the<00:16:34.160> same<00:16:34.800> and<00:16:35.040> we<00:16:35.279> expect<00:16:35.600> for<00:16:35.839> it<00:16:36.000> to 00:16:36.230 --> 00:16:36.240 align:start position:0% the same and we expect for it to 00:16:36.240 --> 00:16:39.110 align:start position:0% the same and we expect for it to fluctuate<00:16:36.880> up<00:16:37.120> and<00:16:37.279> down<00:16:37.680> but<00:16:38.079> it's<00:16:38.560> honestly 00:16:39.110 --> 00:16:39.120 align:start position:0% fluctuate up and down but it's honestly 00:16:39.120 --> 00:16:42.629 align:start position:0% fluctuate up and down but it's honestly just<00:16:39.440> harder<00:16:40.320> to<00:16:41.040> build<00:16:41.360> that<00:16:41.680> into<00:16:42.000> the<00:16:42.160> goals 00:16:42.629 --> 00:16:42.639 align:start position:0% just harder to build that into the goals 00:16:42.639 --> 00:16:45.749 align:start position:0% just harder to build that into the goals just<00:16:42.880> because<00:16:43.040> of<00:16:43.279> how<00:16:43.519> CRM<00:16:44.160> work<00:16:44.639> You<00:16:44.880> can't 00:16:45.749 --> 00:16:45.759 align:start position:0% just because of how CRM work You can't 00:16:45.759 --> 00:16:47.749 align:start position:0% just because of how CRM work You can't um<00:16:45.920> it<00:16:46.079> it's<00:16:46.399> it's<00:16:46.800> a<00:16:46.959> lot<00:16:47.040> of<00:16:47.440> kind<00:16:47.600> of 00:16:47.749 --> 00:16:47.759 align:start position:0% um it it's it's a lot of kind of 00:16:47.759 --> 00:16:50.230 align:start position:0% um it it's it's a lot of kind of downtime<00:16:48.399> to<00:16:48.720> just<00:16:48.959> adjust<00:16:49.360> these<00:16:49.759> these 00:16:50.230 --> 00:16:50.240 align:start position:0% downtime to just adjust these these 00:16:50.240 --> 00:16:53.829 align:start position:0% downtime to just adjust these these lines<00:16:51.519> um<00:16:51.920> when<00:16:52.240> the<00:16:52.399> end<00:16:52.639> result<00:16:53.440> would<00:16:53.680> be 00:16:53.829 --> 00:16:53.839 align:start position:0% lines um when the end result would be 00:16:53.839 --> 00:16:56.550 align:start position:0% lines um when the end result would be the<00:16:54.000> same<00:16:54.320> So<00:16:54.560> it's<00:16:54.720> a<00:16:54.959> good<00:16:55.199> question<00:16:56.240> it 00:16:56.550 --> 00:16:56.560 align:start position:0% the same So it's a good question it 00:16:56.560 --> 00:16:58.310 align:start position:0% the same So it's a good question it There<00:16:56.800> might<00:16:57.040> be<00:16:57.120> a<00:16:57.360> technology<00:16:57.839> out<00:16:58.079> there 00:16:58.310 --> 00:16:58.320 align:start position:0% There might be a technology out there 00:16:58.320 --> 00:17:00.550 align:start position:0% There might be a technology out there being<00:16:58.639> created<00:16:59.120> that<00:16:59.519> allows<00:16:59.920> to<00:17:00.160> do<00:17:00.320> that 00:17:00.550 --> 00:17:00.560 align:start position:0% being created that allows to do that 00:17:00.560 --> 00:17:03.030 align:start position:0% being created that allows to do that easier<00:17:01.199> but<00:17:01.440> at<00:17:01.680> at<00:17:02.000> this<00:17:02.240> point<00:17:02.560> it<00:17:02.880> would 00:17:03.030 --> 00:17:03.040 align:start position:0% easier but at at this point it would 00:17:03.040 --> 00:17:06.309 align:start position:0% easier but at at this point it would just<00:17:03.199> take<00:17:03.680> too<00:17:04.000> much<00:17:04.240> time<00:17:04.799> So<00:17:05.679> um<00:17:05.839> we<00:17:06.079> just 00:17:06.309 --> 00:17:06.319 align:start position:0% just take too much time So um we just 00:17:06.319 --> 00:17:08.949 align:start position:0% just take too much time So um we just consider<00:17:06.640> it<00:17:06.880> but<00:17:07.120> we<00:17:07.360> don't<00:17:07.520> change<00:17:07.760> it<00:17:08.799> So 00:17:08.949 --> 00:17:08.959 align:start position:0% consider it but we don't change it So 00:17:08.959 --> 00:17:10.549 align:start position:0% consider it but we don't change it So your<00:17:09.120> goals<00:17:09.280> are<00:17:09.520> just<00:17:09.600> the<00:17:09.760> goals<00:17:10.079> and<00:17:10.319> either 00:17:10.549 --> 00:17:10.559 align:start position:0% your goals are just the goals and either 00:17:10.559 --> 00:17:12.470 align:start position:0% your goals are just the goals and either you<00:17:10.720> hit<00:17:10.880> them<00:17:10.959> or<00:17:11.120> you<00:17:11.280> miss<00:17:11.520> them<00:17:11.600> and<00:17:11.839> that 00:17:12.470 --> 00:17:12.480 align:start position:0% you hit them or you miss them and that 00:17:12.480 --> 00:17:15.350 align:start position:0% you hit them or you miss them and that just<00:17:12.799> is<00:17:12.959> what<00:17:13.199> it<00:17:13.360> is<00:17:14.160> Yeah<00:17:14.400> I<00:17:14.559> mean<00:17:14.720> again<00:17:15.039> we 00:17:15.350 --> 00:17:15.360 align:start position:0% just is what it is Yeah I mean again we 00:17:15.360 --> 00:17:17.189 align:start position:0% just is what it is Yeah I mean again we did<00:17:15.600> actually<00:17:16.079> adjust<00:17:16.400> the<00:17:16.640> goals<00:17:17.120> For 00:17:17.189 --> 00:17:17.199 align:start position:0% did actually adjust the goals For 00:17:17.199 --> 00:17:19.990 align:start position:0% did actually adjust the goals For example<00:17:17.679> last<00:17:17.919> year<00:17:18.079> we<00:17:18.319> acquired<00:17:18.640> a<00:17:18.880> company 00:17:19.990 --> 00:17:20.000 align:start position:0% example last year we acquired a company 00:17:20.000 --> 00:17:22.789 align:start position:0% example last year we acquired a company um<00:17:20.079> and<00:17:20.400> that<00:17:20.720> is<00:17:20.959> a<00:17:21.280> whole<00:17:21.679> new<00:17:22.079> business<00:17:22.559> a 00:17:22.789 --> 00:17:22.799 align:start position:0% um and that is a whole new business a 00:17:22.799 --> 00:17:25.990 align:start position:0% um and that is a whole new business a whole<00:17:23.039> new<00:17:23.280> product<00:17:23.679> line<00:17:24.880> um<00:17:25.199> different<00:17:25.600> way 00:17:25.990 --> 00:17:26.000 align:start position:0% whole new product line um different way 00:17:26.000 --> 00:17:28.470 align:start position:0% whole new product line um different way to<00:17:26.319> measure<00:17:26.959> things<00:17:27.439> different<00:17:27.839> sales<00:17:28.160> cycles 00:17:28.470 --> 00:17:28.480 align:start position:0% to measure things different sales cycles 00:17:28.480 --> 00:17:31.350 align:start position:0% to measure things different sales cycles that<00:17:28.720> we<00:17:28.880> had<00:17:29.120> to<00:17:29.280> adjust<00:17:30.080> Some<00:17:30.480> things<00:17:30.880> just 00:17:31.350 --> 00:17:31.360 align:start position:0% that we had to adjust Some things just 00:17:31.360 --> 00:17:34.430 align:start position:0% that we had to adjust Some things just call<00:17:31.679> for<00:17:32.160> adjusting<00:17:32.799> goals<00:17:33.440> Sure 00:17:34.430 --> 00:17:34.440 align:start position:0% call for adjusting goals Sure 00:17:34.440 --> 00:17:38.310 align:start position:0% call for adjusting goals Sure Um<00:17:35.440> usually<00:17:35.919> it's<00:17:36.480> not<00:17:36.880> common<00:17:37.440> to<00:17:37.760> do<00:17:38.000> that 00:17:38.310 --> 00:17:38.320 align:start position:0% Um usually it's not common to do that 00:17:38.320 --> 00:17:41.990 align:start position:0% Um usually it's not common to do that and<00:17:38.640> usually<00:17:39.120> we<00:17:39.440> still<00:17:39.919> try<00:17:40.160> to<00:17:40.320> hit<00:17:40.559> it<00:17:41.360> Um 00:17:41.990 --> 00:17:42.000 align:start position:0% and usually we still try to hit it Um 00:17:42.000 --> 00:17:44.190 align:start position:0% and usually we still try to hit it Um unless<00:17:42.400> there<00:17:42.640> is<00:17:42.799> something<00:17:43.280> crazy<00:17:43.600> that<00:17:43.919> we 00:17:44.190 --> 00:17:44.200 align:start position:0% unless there is something crazy that we 00:17:44.200 --> 00:17:46.870 align:start position:0% unless there is something crazy that we uncover<00:17:45.280> Um<00:17:45.600> and<00:17:45.840> sometimes<00:17:46.240> there<00:17:46.400> are<00:17:46.559> also 00:17:46.870 --> 00:17:46.880 align:start position:0% uncover Um and sometimes there are also 00:17:46.880 --> 00:17:48.710 align:start position:0% uncover Um and sometimes there are also things<00:17:47.120> like<00:17:47.440> people<00:17:47.760> turnover<00:17:48.400> like<00:17:48.559> we 00:17:48.710 --> 00:17:48.720 align:start position:0% things like people turnover like we 00:17:48.720 --> 00:17:50.630 align:start position:0% things like people turnover like we would<00:17:48.880> know<00:17:49.120> oh<00:17:49.280> we<00:17:49.520> lost<00:17:49.679> a<00:17:49.840> rep<00:17:50.080> or<00:17:50.400> somebody 00:17:50.630 --> 00:17:50.640 align:start position:0% would know oh we lost a rep or somebody 00:17:50.640 --> 00:17:54.470 align:start position:0% would know oh we lost a rep or somebody was<00:17:50.919> on<00:17:51.919> PTO<00:17:52.720> all<00:17:53.039> week<00:17:53.440> so<00:17:54.000> you<00:17:54.160> know<00:17:54.240> we 00:17:54.470 --> 00:17:54.480 align:start position:0% was on PTO all week so you know we 00:17:54.480 --> 00:17:56.150 align:start position:0% was on PTO all week so you know we didn't<00:17:54.640> set<00:17:54.880> enough<00:17:55.200> meetings<00:17:55.679> things<00:17:55.919> like 00:17:56.150 --> 00:17:56.160 align:start position:0% didn't set enough meetings things like 00:17:56.160 --> 00:17:59.270 align:start position:0% didn't set enough meetings things like that<00:17:56.559> But<00:17:57.440> um<00:17:57.679> so<00:17:57.919> we<00:17:58.080> know<00:17:58.320> sometimes<00:17:58.720> why<00:17:59.039> we 00:17:59.270 --> 00:17:59.280 align:start position:0% that But um so we know sometimes why we 00:17:59.280 --> 00:18:01.909 align:start position:0% that But um so we know sometimes why we don't<00:17:59.520> hit<00:17:59.760> it<00:18:00.000> but<00:18:00.320> we<00:18:00.480> do<00:18:00.720> want<00:18:00.880> to<00:18:01.440> still 00:18:01.909 --> 00:18:01.919 align:start position:0% don't hit it but we do want to still 00:18:01.919 --> 00:18:06.870 align:start position:0% don't hit it but we do want to still compensate<00:18:02.480> for<00:18:02.720> it<00:18:03.600> uh<00:18:03.760> for<00:18:04.000> the<00:18:04.160> most<00:18:04.480> part 00:18:06.870 --> 00:18:06.880 align:start position:0% compensate for it uh for the most part 00:18:06.880 --> 00:18:08.950 align:start position:0% compensate for it uh for the most part In<00:18:07.120> terms<00:18:07.360> of<00:18:07.840> I<00:18:08.080> love<00:18:08.160> that<00:18:08.400> you<00:18:08.640> sort<00:18:08.720> of<00:18:08.880> look 00:18:08.950 --> 00:18:08.960 align:start position:0% In terms of I love that you sort of look 00:18:08.960 --> 00:18:11.430 align:start position:0% In terms of I love that you sort of look at<00:18:09.200> okay<00:18:09.440> what<00:18:09.600> did<00:18:09.679> we<00:18:09.840> do<00:18:10.000> last<00:18:10.320> year<00:18:10.880> And<00:18:11.120> so 00:18:11.430 --> 00:18:11.440 align:start position:0% at okay what did we do last year And so 00:18:11.440 --> 00:18:13.270 align:start position:0% at okay what did we do last year And so in<00:18:11.760> terms<00:18:11.919> of<00:18:12.240> walking<00:18:12.559> into<00:18:12.799> this<00:18:12.960> year<00:18:13.120> with 00:18:13.270 --> 00:18:13.280 align:start position:0% in terms of walking into this year with 00:18:13.280 --> 00:18:17.110 align:start position:0% in terms of walking into this year with a<00:18:13.559> baseline<00:18:14.559> I<00:18:15.240> imagine<00:18:16.240> you<00:18:16.559> always<00:18:16.799> want<00:18:16.960> to 00:18:17.110 --> 00:18:17.120 align:start position:0% a baseline I imagine you always want to 00:18:17.120 --> 00:18:19.190 align:start position:0% a baseline I imagine you always want to sort<00:18:17.280> of<00:18:17.360> try<00:18:17.520> and<00:18:17.679> do<00:18:17.840> a<00:18:18.000> little<00:18:18.160> bit<00:18:18.400> better 00:18:19.190 --> 00:18:19.200 align:start position:0% sort of try and do a little bit better 00:18:19.200 --> 00:18:21.029 align:start position:0% sort of try and do a little bit better than<00:18:19.440> the<00:18:19.679> year<00:18:19.840> before<00:18:20.320> Are<00:18:20.480> you<00:18:20.640> looking<00:18:20.799> at 00:18:21.029 --> 00:18:21.039 align:start position:0% than the year before Are you looking at 00:18:21.039 --> 00:18:23.669 align:start position:0% than the year before Are you looking at those<00:18:21.280> conversion<00:18:21.760> rates<00:18:22.080> to<00:18:22.320> figure<00:18:22.559> out<00:18:23.280> how 00:18:23.669 --> 00:18:23.679 align:start position:0% those conversion rates to figure out how 00:18:23.679 --> 00:18:27.190 align:start position:0% those conversion rates to figure out how you<00:18:23.919> can<00:18:24.240> make<00:18:24.480> them<00:18:25.200> better<00:18:25.679> and<00:18:26.480> what<00:18:26.960> what 00:18:27.190 --> 00:18:27.200 align:start position:0% you can make them better and what what 00:18:27.200 --> 00:18:28.630 align:start position:0% you can make them better and what what are<00:18:27.360> you<00:18:27.679> what<00:18:27.840> sort<00:18:28.000> of<00:18:28.160> are<00:18:28.320> some<00:18:28.480> of<00:18:28.559> the 00:18:28.630 --> 00:18:28.640 align:start position:0% are you what sort of are some of the 00:18:28.640 --> 00:18:29.830 align:start position:0% are you what sort of are some of the levers<00:18:28.960> that<00:18:29.039> you<00:18:29.200> might<00:18:29.280> be<00:18:29.440> pushing<00:18:29.679> and 00:18:29.830 --> 00:18:29.840 align:start position:0% levers that you might be pushing and 00:18:29.840 --> 00:18:33.669 align:start position:0% levers that you might be pushing and pulling<00:18:30.160> to<00:18:30.320> to<00:18:30.720> navigate<00:18:31.120> that<00:18:32.400> Yeah<00:18:32.960> we<00:18:33.280> we 00:18:33.669 --> 00:18:33.679 align:start position:0% pulling to to navigate that Yeah we we 00:18:33.679 --> 00:18:36.150 align:start position:0% pulling to to navigate that Yeah we we are<00:18:34.000> looking<00:18:34.240> at<00:18:34.559> all<00:18:34.799> of<00:18:35.039> the<00:18:35.280> metrics<00:18:35.760> So<00:18:35.919> we 00:18:36.150 --> 00:18:36.160 align:start position:0% are looking at all of the metrics So we 00:18:36.160 --> 00:18:40.230 align:start position:0% are looking at all of the metrics So we do<00:18:36.320> want<00:18:36.480> to<00:18:37.039> grow<00:18:37.760> every<00:18:38.080> year<00:18:38.880> and<00:18:39.840> u<00:18:39.919> the 00:18:40.230 --> 00:18:40.240 align:start position:0% do want to grow every year and u the 00:18:40.240 --> 00:18:42.870 align:start position:0% do want to grow every year and u the adjustment<00:18:40.799> can<00:18:41.120> come<00:18:41.360> from<00:18:41.679> simply<00:18:42.240> just<00:18:42.559> do 00:18:42.870 --> 00:18:42.880 align:start position:0% adjustment can come from simply just do 00:18:42.880 --> 00:18:45.190 align:start position:0% adjustment can come from simply just do more<00:18:43.520> and<00:18:43.679> then<00:18:43.919> keep<00:18:44.160> conversion<00:18:44.640> rates<00:18:44.960> the 00:18:45.190 --> 00:18:45.200 align:start position:0% more and then keep conversion rates the 00:18:45.200 --> 00:18:47.110 align:start position:0% more and then keep conversion rates the same<00:18:45.600> and<00:18:45.840> then<00:18:46.000> you'll<00:18:46.240> get<00:18:46.400> a<00:18:46.559> better<00:18:46.799> result 00:18:47.110 --> 00:18:47.120 align:start position:0% same and then you'll get a better result 00:18:47.120 --> 00:18:50.070 align:start position:0% same and then you'll get a better result and<00:18:47.360> that<00:18:47.520> might<00:18:47.760> work<00:18:48.799> um<00:18:49.039> but<00:18:49.280> it's<00:18:49.840> not 00:18:50.070 --> 00:18:50.080 align:start position:0% and that might work um but it's not 00:18:50.080 --> 00:18:51.909 align:start position:0% and that might work um but it's not necessarily<00:18:50.559> the<00:18:50.799> most<00:18:50.960> efficient<00:18:51.440> So<00:18:51.679> we 00:18:51.909 --> 00:18:51.919 align:start position:0% necessarily the most efficient So we 00:18:51.919 --> 00:18:54.710 align:start position:0% necessarily the most efficient So we look<00:18:52.080> at<00:18:52.240> then<00:18:52.960> where<00:18:53.280> do<00:18:53.520> we<00:18:53.679> need<00:18:53.840> to<00:18:54.480> uh 00:18:54.710 --> 00:18:54.720 align:start position:0% look at then where do we need to uh 00:18:54.720 --> 00:18:56.470 align:start position:0% look at then where do we need to uh increase<00:18:55.120> conversion<00:18:55.600> rates<00:18:55.840> and<00:18:56.080> we<00:18:56.240> look<00:18:56.320> at 00:18:56.470 --> 00:18:56.480 align:start position:0% increase conversion rates and we look at 00:18:56.480 --> 00:18:58.870 align:start position:0% increase conversion rates and we look at some<00:18:56.640> benchmarks<00:18:57.280> of<00:18:57.600> our<00:18:57.919> historical<00:18:58.480> data 00:18:58.870 --> 00:18:58.880 align:start position:0% some benchmarks of our historical data 00:18:58.880 --> 00:19:01.669 align:start position:0% some benchmarks of our historical data as<00:18:59.120> well<00:18:59.280> as<00:18:59.679> talking<00:18:59.919> to<00:19:00.160> peers<00:19:00.559> and<00:19:01.200> cyber 00:19:01.669 --> 00:19:01.679 align:start position:0% as well as talking to peers and cyber 00:19:01.679 --> 00:19:04.070 align:start position:0% as well as talking to peers and cyber marketing<00:19:02.240> society<00:19:02.799> and<00:19:03.200> just<00:19:03.440> in<00:19:03.760> general 00:19:04.070 --> 00:19:04.080 align:start position:0% marketing society and just in general 00:19:04.080 --> 00:19:06.789 align:start position:0% marketing society and just in general other<00:19:04.559> people<00:19:04.799> in<00:19:05.039> the<00:19:05.200> network<00:19:06.160> Um 00:19:06.789 --> 00:19:06.799 align:start position:0% other people in the network Um 00:19:06.799 --> 00:19:08.710 align:start position:0% other people in the network Um best-in-class<00:19:07.520> conversion<00:19:07.919> rates<00:19:08.320> what<00:19:08.480> what 00:19:08.710 --> 00:19:08.720 align:start position:0% best-in-class conversion rates what what 00:19:08.720 --> 00:19:10.950 align:start position:0% best-in-class conversion rates what what do<00:19:08.880> they<00:19:09.039> look<00:19:09.200> like<00:19:09.520> What<00:19:09.679> are<00:19:10.000> ours<00:19:10.480> what<00:19:10.720> are 00:19:10.950 --> 00:19:10.960 align:start position:0% do they look like What are ours what are 00:19:10.960 --> 00:19:13.110 align:start position:0% do they look like What are ours what are ours<00:19:11.200> like<00:19:11.520> and<00:19:11.840> where<00:19:12.160> is<00:19:12.320> this<00:19:12.559> somewhere<00:19:12.960> in 00:19:13.110 --> 00:19:13.120 align:start position:0% ours like and where is this somewhere in 00:19:13.120 --> 00:19:16.470 align:start position:0% ours like and where is this somewhere in between<00:19:13.440> where<00:19:13.679> we<00:19:13.919> want<00:19:14.000> to<00:19:14.160> be<00:19:14.880> Um<00:19:15.600> and<00:19:15.840> then 00:19:16.470 --> 00:19:16.480 align:start position:0% between where we want to be Um and then 00:19:16.480 --> 00:19:18.390 align:start position:0% between where we want to be Um and then setting<00:19:16.880> conversion<00:19:17.280> rate<00:19:17.600> goals<00:19:17.919> as<00:19:18.080> well 00:19:18.390 --> 00:19:18.400 align:start position:0% setting conversion rate goals as well 00:19:18.400 --> 00:19:21.669 align:start position:0% setting conversion rate goals as well where<00:19:18.640> we<00:19:18.799> could<00:19:19.039> improve<00:19:19.440> them<00:19:20.320> Um<00:19:21.120> it's 00:19:21.669 --> 00:19:21.679 align:start position:0% where we could improve them Um it's 00:19:21.679 --> 00:19:23.230 align:start position:0% where we could improve them Um it's interesting 00:19:23.230 --> 00:19:23.240 align:start position:0% interesting 00:19:23.240 --> 00:19:26.310 align:start position:0% interesting because<00:19:24.240> the<00:19:24.559> other<00:19:24.960> kind<00:19:25.200> of<00:19:25.440> exercise<00:19:25.919> that 00:19:26.310 --> 00:19:26.320 align:start position:0% because the other kind of exercise that 00:19:26.320 --> 00:19:30.150 align:start position:0% because the other kind of exercise that you<00:19:26.559> can<00:19:26.720> do<00:19:26.880> or<00:19:27.200> other<00:19:27.440> marketers<00:19:27.919> can<00:19:28.160> do<00:19:29.120> is 00:19:30.150 --> 00:19:30.160 align:start position:0% you can do or other marketers can do is 00:19:30.160 --> 00:19:34.390 align:start position:0% you can do or other marketers can do is um<00:19:30.799> a<00:19:31.120> very<00:19:31.720> sciencelike<00:19:32.720> process<00:19:33.520> where<00:19:34.080> you 00:19:34.390 --> 00:19:34.400 align:start position:0% um a very sciencelike process where you 00:19:34.400 --> 00:19:36.630 align:start position:0% um a very sciencelike process where you just<00:19:34.640> come<00:19:34.799> up<00:19:34.960> with<00:19:35.120> a<00:19:35.360> bunch<00:19:35.520> of<00:19:35.919> hypotheses 00:19:36.630 --> 00:19:36.640 align:start position:0% just come up with a bunch of hypotheses 00:19:36.640 --> 00:19:39.190 align:start position:0% just come up with a bunch of hypotheses like<00:19:36.880> if<00:19:37.120> you're<00:19:37.360> not<00:19:37.600> meeting<00:19:37.840> a<00:19:38.080> goal<00:19:38.720> or<00:19:38.960> if 00:19:39.190 --> 00:19:39.200 align:start position:0% like if you're not meeting a goal or if 00:19:39.200 --> 00:19:41.270 align:start position:0% like if you're not meeting a goal or if you're<00:19:39.520> trying<00:19:39.760> to<00:19:40.160> increase<00:19:40.480> a<00:19:40.799> particular 00:19:41.270 --> 00:19:41.280 align:start position:0% you're trying to increase a particular 00:19:41.280 --> 00:19:43.909 align:start position:0% you're trying to increase a particular number<00:19:42.160> like<00:19:42.880> you<00:19:43.039> know<00:19:43.200> let's<00:19:43.440> say<00:19:43.600> your 00:19:43.909 --> 00:19:43.919 align:start position:0% number like you know let's say your 00:19:43.919 --> 00:19:46.590 align:start position:0% number like you know let's say your conversion<00:19:44.320> rate<00:19:44.720> from<00:19:45.360> opportunity 00:19:46.590 --> 00:19:46.600 align:start position:0% conversion rate from opportunity 00:19:46.600 --> 00:19:49.590 align:start position:0% conversion rate from opportunity to<00:19:47.600> whatever<00:19:48.000> the<00:19:48.160> next<00:19:48.320> stage<00:19:48.640> is<00:19:48.799> evaluation 00:19:49.590 --> 00:19:49.600 align:start position:0% to whatever the next stage is evaluation 00:19:49.600 --> 00:19:52.950 align:start position:0% to whatever the next stage is evaluation is<00:19:50.000> low<00:19:50.960> Why<00:19:51.280> could<00:19:51.520> that<00:19:51.760> be<00:19:52.320> And<00:19:52.559> you<00:19:52.720> just 00:19:52.950 --> 00:19:52.960 align:start position:0% is low Why could that be And you just 00:19:52.960 --> 00:19:55.029 align:start position:0% is low Why could that be And you just literally<00:19:53.440> write<00:19:53.760> down<00:19:54.080> all<00:19:54.320> these<00:19:54.559> possible 00:19:55.029 --> 00:19:55.039 align:start position:0% literally write down all these possible 00:19:55.039 --> 00:19:57.510 align:start position:0% literally write down all these possible reasons<00:19:55.679> like<00:19:56.000> from<00:19:56.559> the<00:19:56.799> pricing<00:19:57.120> is<00:19:57.360> too 00:19:57.510 --> 00:19:57.520 align:start position:0% reasons like from the pricing is too 00:19:57.520 --> 00:20:00.070 align:start position:0% reasons like from the pricing is too high<00:19:57.760> to<00:19:58.000> people<00:19:58.240> don't<00:19:58.480> like<00:19:58.640> the<00:19:58.880> product<00:19:59.360> to 00:20:00.070 --> 00:20:00.080 align:start position:0% high to people don't like the product to 00:20:00.080 --> 00:20:02.390 align:start position:0% high to people don't like the product to some<00:20:00.400> external<00:20:00.880> factors<00:20:01.520> happened<00:20:02.000> and 00:20:02.390 --> 00:20:02.400 align:start position:0% some external factors happened and 00:20:02.400 --> 00:20:04.950 align:start position:0% some external factors happened and people<00:20:02.640> don't<00:20:02.880> buy<00:20:03.240> anymore<00:20:04.240> Writing<00:20:04.640> it<00:20:04.799> all 00:20:04.950 --> 00:20:04.960 align:start position:0% people don't buy anymore Writing it all 00:20:04.960 --> 00:20:07.590 align:start position:0% people don't buy anymore Writing it all down<00:20:05.360> actually<00:20:05.600> is<00:20:05.840> a<00:20:06.000> a<00:20:06.320> fun<00:20:06.559> exercise<00:20:07.039> on<00:20:07.280> its 00:20:07.590 --> 00:20:07.600 align:start position:0% down actually is a a fun exercise on its 00:20:07.600 --> 00:20:09.909 align:start position:0% down actually is a a fun exercise on its own<00:20:08.240> because<00:20:08.559> oftentimes<00:20:09.200> when<00:20:09.440> you<00:20:09.600> don't<00:20:09.760> do 00:20:09.909 --> 00:20:09.919 align:start position:0% own because oftentimes when you don't do 00:20:09.919 --> 00:20:11.909 align:start position:0% own because oftentimes when you don't do that<00:20:10.240> you<00:20:10.480> just<00:20:10.640> have<00:20:10.880> make<00:20:11.120> one<00:20:11.360> assumption 00:20:11.909 --> 00:20:11.919 align:start position:0% that you just have make one assumption 00:20:11.919 --> 00:20:14.230 align:start position:0% that you just have make one assumption and<00:20:12.240> you<00:20:12.400> just<00:20:12.640> stick<00:20:12.799> to<00:20:13.039> it<00:20:13.280> and<00:20:13.440> or<00:20:13.760> say<00:20:14.000> well 00:20:14.230 --> 00:20:14.240 align:start position:0% and you just stick to it and or say well 00:20:14.240 --> 00:20:16.710 align:start position:0% and you just stick to it and or say well it's<00:20:14.480> probably<00:20:14.880> because<00:20:15.200> of<00:20:15.360> this<00:20:15.600> thing<00:20:16.320> Um 00:20:16.710 --> 00:20:16.720 align:start position:0% it's probably because of this thing Um 00:20:16.720 --> 00:20:18.710 align:start position:0% it's probably because of this thing Um so<00:20:16.880> when<00:20:17.120> you<00:20:17.280> write<00:20:17.440> them<00:20:17.600> all<00:20:17.840> down<00:20:18.160> then<00:20:18.480> you 00:20:18.710 --> 00:20:18.720 align:start position:0% so when you write them all down then you 00:20:18.720 --> 00:20:21.990 align:start position:0% so when you write them all down then you can<00:20:19.039> say<00:20:20.000> is<00:20:20.240> this<00:20:20.559> actually<00:20:20.960> true<00:20:21.200> for<00:20:21.440> us<00:20:21.760> And 00:20:21.990 --> 00:20:22.000 align:start position:0% can say is this actually true for us And 00:20:22.000 --> 00:20:24.470 align:start position:0% can say is this actually true for us And there<00:20:22.160> might<00:20:22.320> be<00:20:22.559> ways<00:20:22.960> to<00:20:23.600> prove<00:20:23.840> that<00:20:24.240> You 00:20:24.470 --> 00:20:24.480 align:start position:0% there might be ways to prove that You 00:20:24.480 --> 00:20:27.510 align:start position:0% there might be ways to prove that You might<00:20:24.799> be<00:20:24.960> able<00:20:25.120> to<00:20:25.280> run<00:20:25.520> some<00:20:25.760> reports<00:20:26.320> to<00:20:26.559> say 00:20:27.510 --> 00:20:27.520 align:start position:0% might be able to run some reports to say 00:20:27.520 --> 00:20:30.630 align:start position:0% might be able to run some reports to say you<00:20:27.679> know<00:20:27.760> what<00:20:28.000> it<00:20:28.159> is<00:20:28.400> true<00:20:29.039> Uh<00:20:29.440> or<00:20:30.320> we've 00:20:30.630 --> 00:20:30.640 align:start position:0% you know what it is true Uh or we've 00:20:30.640 --> 00:20:34.549 align:start position:0% you know what it is true Uh or we've just<00:20:30.880> checked<00:20:31.200> it<00:20:31.440> and<00:20:31.679> it's<00:20:31.919> not<00:20:32.799> Um<00:20:33.760> and<00:20:34.400> uh 00:20:34.549 --> 00:20:34.559 align:start position:0% just checked it and it's not Um and uh 00:20:34.559 --> 00:20:36.549 align:start position:0% just checked it and it's not Um and uh and<00:20:34.799> then<00:20:34.960> you<00:20:35.200> eventually<00:20:35.679> will<00:20:36.000> come<00:20:36.159> to<00:20:36.320> a 00:20:36.549 --> 00:20:36.559 align:start position:0% and then you eventually will come to a 00:20:36.559 --> 00:20:39.110 align:start position:0% and then you eventually will come to a conclusion<00:20:37.440> or<00:20:37.760> a<00:20:38.080> couple<00:20:38.240> of<00:20:38.400> of<00:20:38.799> reasons 00:20:39.110 --> 00:20:39.120 align:start position:0% conclusion or a couple of of reasons 00:20:39.120 --> 00:20:41.750 align:start position:0% conclusion or a couple of of reasons that<00:20:39.360> are<00:20:39.520> actually<00:20:39.840> true<00:20:40.559> and<00:20:40.799> you<00:20:41.039> can<00:20:41.520> work 00:20:41.750 --> 00:20:41.760 align:start position:0% that are actually true and you can work 00:20:41.760 --> 00:20:44.149 align:start position:0% that are actually true and you can work to<00:20:42.080> fix<00:20:42.400> those<00:20:42.720> reasons<00:20:43.200> rather<00:20:43.520> than<00:20:43.760> doing 00:20:44.149 --> 00:20:44.159 align:start position:0% to fix those reasons rather than doing 00:20:44.159 --> 00:20:48.230 align:start position:0% to fix those reasons rather than doing everything<00:20:44.720> like<00:20:45.679> um<00:20:46.559> rather<00:20:46.880> than<00:20:47.200> trying<00:20:47.520> to 00:20:48.230 --> 00:20:48.240 align:start position:0% everything like um rather than trying to 00:20:48.240 --> 00:20:49.990 align:start position:0% everything like um rather than trying to come<00:20:48.480> up<00:20:48.640> with<00:20:48.720> a<00:20:48.960> solution<00:20:49.520> trying<00:20:49.840> to 00:20:49.990 --> 00:20:50.000 align:start position:0% come up with a solution trying to 00:20:50.000 --> 00:20:52.669 align:start position:0% come up with a solution trying to diagnose<00:20:50.480> a<00:20:50.840> problem<00:20:51.840> and 00:20:52.669 --> 00:20:52.679 align:start position:0% diagnose a problem and 00:20:52.679 --> 00:20:56.230 align:start position:0% diagnose a problem and then<00:20:53.679> once<00:20:54.000> you<00:20:54.240> do<00:20:54.400> that<00:20:55.039> it's<00:20:55.360> easier<00:20:55.679> to<00:20:56.000> set 00:20:56.230 --> 00:20:56.240 align:start position:0% then once you do that it's easier to set 00:20:56.240 --> 00:20:59.750 align:start position:0% then once you do that it's easier to set the<00:20:56.480> actions<00:20:56.880> to<00:20:57.760> fix<00:20:58.080> it 00:20:59.750 --> 00:20:59.760 align:start position:0% the actions to fix it 00:20:59.760 --> 00:21:01.270 align:start position:0% the actions to fix it in<00:21:00.000> terms<00:21:00.159> of<00:21:00.240> the<00:21:00.480> conversion<00:21:00.880> rates<00:21:01.120> that 00:21:01.270 --> 00:21:01.280 align:start position:0% in terms of the conversion rates that 00:21:01.280 --> 00:21:02.710 align:start position:0% in terms of the conversion rates that you're<00:21:01.440> looking<00:21:01.600> at<00:21:01.919> are<00:21:02.320> and<00:21:02.480> you're 00:21:02.710 --> 00:21:02.720 align:start position:0% you're looking at are and you're 00:21:02.720 --> 00:21:07.029 align:start position:0% you're looking at are and you're waterfalling<00:21:03.360> them<00:21:04.039> backwards<00:21:05.240> Um<00:21:06.240> is<00:21:06.480> that 00:21:07.029 --> 00:21:07.039 align:start position:0% waterfalling them backwards Um is that 00:21:07.039 --> 00:21:09.029 align:start position:0% waterfalling them backwards Um is that what<00:21:07.280> are<00:21:07.360> the<00:21:07.520> in<00:21:07.840> like<00:21:08.080> are<00:21:08.240> you<00:21:08.400> looking<00:21:08.799> at 00:21:09.029 --> 00:21:09.039 align:start position:0% what are the in like are you looking at 00:21:09.039 --> 00:21:13.270 align:start position:0% what are the in like are you looking at it<00:21:09.280> really<00:21:09.600> tight<00:21:10.440> like<00:21:11.440> s<00:21:11.760> you<00:21:11.919> know<00:21:12.320> closed 00:21:13.270 --> 00:21:13.280 align:start position:0% it really tight like s you know closed 00:21:13.280 --> 00:21:17.669 align:start position:0% it really tight like s you know closed SQL<00:21:14.000> MQL<00:21:14.799> lead<00:21:15.600> are<00:21:15.760> you<00:21:15.919> or<00:21:16.159> is<00:21:16.320> it<00:21:16.559> more<00:21:16.799> broad 00:21:17.669 --> 00:21:17.679 align:start position:0% SQL MQL lead are you or is it more broad 00:21:17.679 --> 00:21:20.630 align:start position:0% SQL MQL lead are you or is it more broad What<00:21:17.919> sort<00:21:18.159> of<00:21:18.320> are<00:21:18.840> those<00:21:19.840> metrics<00:21:20.320> that 00:21:20.630 --> 00:21:20.640 align:start position:0% What sort of are those metrics that 00:21:20.640 --> 00:21:23.270 align:start position:0% What sort of are those metrics that you're<00:21:20.960> mapping<00:21:21.440> back<00:21:21.760> to<00:21:22.400> and<00:21:22.640> how<00:21:22.880> far<00:21:23.039> back 00:21:23.270 --> 00:21:23.280 align:start position:0% you're mapping back to and how far back 00:21:23.280 --> 00:21:24.390 align:start position:0% you're mapping back to and how far back are<00:21:23.440> you<00:21:23.520> going<00:21:23.679> all<00:21:23.760> the<00:21:23.840> way<00:21:23.919> back<00:21:24.080> to<00:21:24.240> an 00:21:24.390 --> 00:21:24.400 align:start position:0% are you going all the way back to an 00:21:24.400 --> 00:21:25.990 align:start position:0% are you going all the way back to an impression 00:21:25.990 --> 00:21:26.000 align:start position:0% impression 00:21:26.000 --> 00:21:28.950 align:start position:0% impression Um<00:21:26.320> we're<00:21:26.640> just<00:21:26.799> starting<00:21:27.120> with<00:21:27.360> a<00:21:27.600> lead<00:21:28.480> um 00:21:28.950 --> 00:21:28.960 align:start position:0% Um we're just starting with a lead um 00:21:28.960 --> 00:21:32.070 align:start position:0% Um we're just starting with a lead um which<00:21:29.200> is<00:21:29.520> essentially<00:21:30.000> a<00:21:30.240> person<00:21:31.440> um<00:21:31.840> and 00:21:32.070 --> 00:21:32.080 align:start position:0% which is essentially a person um and 00:21:32.080 --> 00:21:35.270 align:start position:0% which is essentially a person um and then<00:21:32.960> um<00:21:33.200> and<00:21:33.440> then<00:21:33.840> everything<00:21:34.320> else<00:21:34.720> we<00:21:35.039> call 00:21:35.270 --> 00:21:35.280 align:start position:0% then um and then everything else we call 00:21:35.280 --> 00:21:37.870 align:start position:0% then um and then everything else we call them<00:21:35.600> a<00:21:35.840> more<00:21:36.080> traditional<00:21:36.559> names<00:21:36.880> like<00:21:37.280> SAL 00:21:37.870 --> 00:21:37.880 align:start position:0% them a more traditional names like SAL 00:21:37.880 --> 00:21:41.350 align:start position:0% them a more traditional names like SAL SQL<00:21:38.880> opportunity<00:21:39.760> etc<00:21:40.480> Um<00:21:40.880> but<00:21:41.120> the 00:21:41.350 --> 00:21:41.360 align:start position:0% SQL opportunity etc Um but the 00:21:41.360 --> 00:21:42.710 align:start position:0% SQL opportunity etc Um but the definitions<00:21:41.840> are<00:21:42.080> actually<00:21:42.400> a<00:21:42.559> little 00:21:42.710 --> 00:21:42.720 align:start position:0% definitions are actually a little 00:21:42.720 --> 00:21:45.350 align:start position:0% definitions are actually a little different<00:21:43.039> because<00:21:43.280> we<00:21:43.440> are<00:21:43.799> accountbased<00:21:44.880> So 00:21:45.350 --> 00:21:45.360 align:start position:0% different because we are accountbased So 00:21:45.360 --> 00:21:48.390 align:start position:0% different because we are accountbased So our<00:21:45.679> first<00:21:46.880> um<00:21:47.120> after<00:21:47.440> the<00:21:47.679> lead<00:21:48.000> it's<00:21:48.159> a 00:21:48.390 --> 00:21:48.400 align:start position:0% our first um after the lead it's a 00:21:48.400 --> 00:21:50.390 align:start position:0% our first um after the lead it's a meeting<00:21:48.640> which<00:21:48.880> we<00:21:49.120> call<00:21:49.440> SAL<00:21:50.000> but<00:21:50.240> it's 00:21:50.390 --> 00:21:50.400 align:start position:0% meeting which we call SAL but it's 00:21:50.400 --> 00:21:52.950 align:start position:0% meeting which we call SAL but it's actually<00:21:50.640> a<00:21:50.880> scheduled<00:21:51.360> meeting<00:21:52.240> with 00:21:52.950 --> 00:21:52.960 align:start position:0% actually a scheduled meeting with 00:21:52.960 --> 00:21:54.710 align:start position:0% actually a scheduled meeting with someone<00:21:53.280> at<00:21:53.520> the<00:21:53.760> company<00:21:54.000> or<00:21:54.240> it<00:21:54.400> could<00:21:54.559> be 00:21:54.710 --> 00:21:54.720 align:start position:0% someone at the company or it could be 00:21:54.720 --> 00:21:56.549 align:start position:0% someone at the company or it could be multiple<00:21:55.120> people<00:21:55.360> at<00:21:55.600> the<00:21:55.760> company<00:21:56.080> but<00:21:56.240> it<00:21:56.400> is 00:21:56.549 --> 00:21:56.559 align:start position:0% multiple people at the company but it is 00:21:56.559 --> 00:21:59.430 align:start position:0% multiple people at the company but it is on<00:21:56.720> the<00:21:56.880> account<00:21:57.520> level<00:21:58.559> um<00:21:58.720> and<00:21:58.880> then<00:21:59.120> that 00:21:59.430 --> 00:21:59.440 align:start position:0% on the account level um and then that 00:21:59.440 --> 00:22:01.909 align:start position:0% on the account level um and then that meeting<00:21:59.840> could<00:22:00.159> be<00:22:00.799> great<00:22:01.280> and<00:22:01.520> then<00:22:01.679> it 00:22:01.909 --> 00:22:01.919 align:start position:0% meeting could be great and then it 00:22:01.919 --> 00:22:04.870 align:start position:0% meeting could be great and then it becomes<00:22:02.159> a<00:22:02.400> sales<00:22:02.720> qualified<00:22:03.480> opportunity<00:22:04.480> or 00:22:04.870 --> 00:22:04.880 align:start position:0% becomes a sales qualified opportunity or 00:22:04.880 --> 00:22:09.110 align:start position:0% becomes a sales qualified opportunity or it<00:22:05.200> could<00:22:05.440> be<00:22:06.000> bad<00:22:06.320> for<00:22:06.640> different<00:22:07.039> reasons<00:22:08.240> Um 00:22:09.110 --> 00:22:09.120 align:start position:0% it could be bad for different reasons Um 00:22:09.120 --> 00:22:11.190 align:start position:0% it could be bad for different reasons Um so<00:22:09.360> then<00:22:09.679> after<00:22:10.000> that<00:22:10.320> we<00:22:10.559> do<00:22:10.799> have<00:22:10.960> some 00:22:11.190 --> 00:22:11.200 align:start position:0% so then after that we do have some 00:22:11.200 --> 00:22:15.029 align:start position:0% so then after that we do have some stages<00:22:11.679> like<00:22:12.080> demo<00:22:13.159> evaluation<00:22:14.159> PC 00:22:15.029 --> 00:22:15.039 align:start position:0% stages like demo evaluation PC 00:22:15.039 --> 00:22:17.990 align:start position:0% stages like demo evaluation PC negotiation<00:22:16.240> etc<00:22:16.960> Um<00:22:17.440> within<00:22:17.760> the 00:22:17.990 --> 00:22:18.000 align:start position:0% negotiation etc Um within the 00:22:18.000 --> 00:22:20.950 align:start position:0% negotiation etc Um within the opportunity<00:22:19.039> um<00:22:19.200> within<00:22:19.520> the<00:22:19.760> sales<00:22:20.400> stages 00:22:20.950 --> 00:22:20.960 align:start position:0% opportunity um within the sales stages 00:22:20.960 --> 00:22:23.750 align:start position:0% opportunity um within the sales stages of<00:22:21.200> the<00:22:21.440> opportunity<00:22:22.080> it's<00:22:22.400> it's<00:22:22.799> managed<00:22:23.520> So 00:22:23.750 --> 00:22:23.760 align:start position:0% of the opportunity it's it's managed So 00:22:23.760 --> 00:22:25.669 align:start position:0% of the opportunity it's it's managed So we<00:22:24.000> do<00:22:24.159> look<00:22:24.320> at<00:22:24.559> conversion<00:22:25.039> rates<00:22:25.440> from 00:22:25.669 --> 00:22:25.679 align:start position:0% we do look at conversion rates from 00:22:25.679 --> 00:22:28.470 align:start position:0% we do look at conversion rates from stage<00:22:26.000> to<00:22:26.240> stage<00:22:27.039> We<00:22:27.360> do<00:22:27.679> have<00:22:28.000> tight 00:22:28.470 --> 00:22:28.480 align:start position:0% stage to stage We do have tight 00:22:28.480 --> 00:22:31.350 align:start position:0% stage to stage We do have tight definitions<00:22:29.039> of<00:22:29.280> what<00:22:29.520> those<00:22:29.760> stages<00:22:30.240> are<00:22:31.120> I 00:22:31.350 --> 00:22:31.360 align:start position:0% definitions of what those stages are I 00:22:31.360 --> 00:22:34.230 align:start position:0% definitions of what those stages are I got<00:22:31.520> to<00:22:31.679> say<00:22:32.039> realistically<00:22:33.039> you<00:22:33.440> always<00:22:33.919> have 00:22:34.230 --> 00:22:34.240 align:start position:0% got to say realistically you always have 00:22:34.240 --> 00:22:37.750 align:start position:0% got to say realistically you always have some<00:22:34.960> gray<00:22:35.280> areas<00:22:36.000> Sometimes<00:22:36.559> sales<00:22:36.960> rep 00:22:37.750 --> 00:22:37.760 align:start position:0% some gray areas Sometimes sales rep 00:22:37.760 --> 00:22:40.310 align:start position:0% some gray areas Sometimes sales rep forgets<00:22:38.320> to<00:22:38.559> update<00:22:39.039> Salesforce<00:22:39.840> and<00:22:40.080> then 00:22:40.310 --> 00:22:40.320 align:start position:0% forgets to update Salesforce and then 00:22:40.320 --> 00:22:42.230 align:start position:0% forgets to update Salesforce and then all<00:22:40.480> of<00:22:40.559> a<00:22:40.720> sudden<00:22:40.960> you<00:22:41.200> see<00:22:41.520> hey<00:22:41.919> something 00:22:42.230 --> 00:22:42.240 align:start position:0% all of a sudden you see hey something 00:22:42.240 --> 00:22:45.510 align:start position:0% all of a sudden you see hey something came<00:22:42.400> from<00:22:42.720> SQL<00:22:43.280> to<00:22:43.520> close<00:22:43.840> in<00:22:44.320> 5<00:22:44.559> days<00:22:45.039> That's 00:22:45.510 --> 00:22:45.520 align:start position:0% came from SQL to close in 5 days That's 00:22:45.520 --> 00:22:47.669 align:start position:0% came from SQL to close in 5 days That's record<00:22:45.840> timing<00:22:46.480> but<00:22:46.720> that's<00:22:47.039> just<00:22:47.280> because 00:22:47.669 --> 00:22:47.679 align:start position:0% record timing but that's just because 00:22:47.679 --> 00:22:50.470 align:start position:0% record timing but that's just because they<00:22:48.480> haven't<00:22:48.720> been<00:22:48.880> updating<00:22:49.360> it<00:22:50.000> Um 00:22:50.470 --> 00:22:50.480 align:start position:0% they haven't been updating it Um 00:22:50.480 --> 00:22:52.070 align:start position:0% they haven't been updating it Um especially<00:22:50.880> with<00:22:51.120> the<00:22:51.280> acquisition<00:22:51.840> it 00:22:52.070 --> 00:22:52.080 align:start position:0% especially with the acquisition it 00:22:52.080 --> 00:22:53.510 align:start position:0% especially with the acquisition it happened<00:22:52.320> like<00:22:52.559> there<00:22:52.720> were<00:22:52.799> a<00:22:52.960> lot<00:22:53.120> of<00:22:53.200> these 00:22:53.510 --> 00:22:53.520 align:start position:0% happened like there were a lot of these 00:22:53.520 --> 00:22:57.029 align:start position:0% happened like there were a lot of these old<00:22:53.840> deals<00:22:54.320> that<00:22:54.720> kind<00:22:54.880> of<00:22:55.039> moved<00:22:55.280> over<00:22:55.600> and<00:22:56.159> it 00:22:57.029 --> 00:22:57.039 align:start position:0% old deals that kind of moved over and it 00:22:57.039 --> 00:22:58.950 align:start position:0% old deals that kind of moved over and it um<00:22:57.280> skewed<00:22:57.679> our<00:22:57.840> numbers<00:22:58.159> a<00:22:58.320> little<00:22:58.480> bit<00:22:58.720> And 00:22:58.950 --> 00:22:58.960 align:start position:0% um skewed our numbers a little bit And 00:22:58.960 --> 00:23:01.190 align:start position:0% um skewed our numbers a little bit And in<00:22:59.120> this<00:22:59.280> case<00:22:59.520> you<00:22:59.679> just<00:22:59.919> have<00:23:00.080> to<00:23:00.720> apply 00:23:01.190 --> 00:23:01.200 align:start position:0% in this case you just have to apply 00:23:01.200 --> 00:23:04.789 align:start position:0% in this case you just have to apply filters<00:23:01.679> so<00:23:01.919> that<00:23:02.159> you're<00:23:02.400> not<00:23:02.640> completely<00:23:04.080> um 00:23:04.789 --> 00:23:04.799 align:start position:0% filters so that you're not completely um 00:23:04.799 --> 00:23:07.350 align:start position:0% filters so that you're not completely um looking<00:23:05.120> at<00:23:05.360> crazy<00:23:06.080> data<00:23:06.400> and<00:23:06.720> using<00:23:07.039> it<00:23:07.200> to 00:23:07.350 --> 00:23:07.360 align:start position:0% looking at crazy data and using it to 00:23:07.360 --> 00:23:11.990 align:start position:0% looking at crazy data and using it to make<00:23:08.480> Yeah<00:23:09.400> Yeah<00:23:10.400> That<00:23:11.200> Okay<00:23:11.440> so<00:23:11.679> that<00:23:11.840> makes 00:23:11.990 --> 00:23:12.000 align:start position:0% make Yeah Yeah That Okay so that makes 00:23:12.000 --> 00:23:13.750 align:start position:0% make Yeah Yeah That Okay so that makes sense<00:23:12.240> And<00:23:12.320> you're<00:23:12.559> accountbased<00:23:13.120> which<00:23:13.360> is 00:23:13.750 --> 00:23:13.760 align:start position:0% sense And you're accountbased which is 00:23:13.760 --> 00:23:17.430 align:start position:0% sense And you're accountbased which is interesting<00:23:14.480> In<00:23:14.799> terms<00:23:15.039> of<00:23:15.919> a<00:23:16.240> lead<00:23:16.960> what<00:23:17.120> is<00:23:17.280> a 00:23:17.430 --> 00:23:17.440 align:start position:0% interesting In terms of a lead what is a 00:23:17.440 --> 00:23:20.310 align:start position:0% interesting In terms of a lead what is a lead<00:23:17.760> mean<00:23:18.080> You<00:23:18.240> said<00:23:18.400> it's<00:23:18.559> a<00:23:18.840> person<00:23:19.840> So<00:23:20.000> it's 00:23:20.310 --> 00:23:20.320 align:start position:0% lead mean You said it's a person So it's 00:23:20.320 --> 00:23:23.190 align:start position:0% lead mean You said it's a person So it's just<00:23:20.720> somebody<00:23:21.039> that<00:23:21.280> ends<00:23:21.520> up<00:23:22.320> in<00:23:22.640> your<00:23:22.960> in 00:23:23.190 --> 00:23:23.200 align:start position:0% just somebody that ends up in your in 00:23:23.200 --> 00:23:25.590 align:start position:0% just somebody that ends up in your in your<00:23:23.440> CRM<00:23:24.240> and<00:23:24.480> then<00:23:24.720> you<00:23:24.880> figure<00:23:25.120> out<00:23:25.360> where 00:23:25.590 --> 00:23:25.600 align:start position:0% your CRM and then you figure out where 00:23:25.600 --> 00:23:27.430 align:start position:0% your CRM and then you figure out where to<00:23:25.840> put<00:23:26.000> them<00:23:26.320> essentially<00:23:26.799> Is<00:23:27.039> that<00:23:27.200> what 00:23:27.430 --> 00:23:27.440 align:start position:0% to put them essentially Is that what 00:23:27.440 --> 00:23:31.110 align:start position:0% to put them essentially Is that what your<00:23:27.919> your<00:23:28.320> very<00:23:28.640> my<00:23:28.960> very<00:23:29.600> terrible<00:23:30.120> loose 00:23:31.110 --> 00:23:31.120 align:start position:0% your your very my very terrible loose 00:23:31.120 --> 00:23:33.270 align:start position:0% your your very my very terrible loose interpretation<00:23:31.760> is<00:23:32.000> of<00:23:32.480> what<00:23:32.640> you<00:23:32.880> define<00:23:33.120> as 00:23:33.270 --> 00:23:33.280 align:start position:0% interpretation is of what you define as 00:23:33.280 --> 00:23:37.029 align:start position:0% interpretation is of what you define as a<00:23:33.440> lead<00:23:34.720> Yeah<00:23:35.280> we<00:23:35.600> have<00:23:35.679> a<00:23:36.000> few<00:23:36.240> categories<00:23:36.799> of 00:23:37.029 --> 00:23:37.039 align:start position:0% a lead Yeah we have a few categories of 00:23:37.039 --> 00:23:41.029 align:start position:0% a lead Yeah we have a few categories of leads<00:23:38.400> um<00:23:38.559> or<00:23:38.799> what<00:23:39.120> we<00:23:39.440> call<00:23:39.760> leads<00:23:40.240> We're<00:23:40.559> not 00:23:41.029 --> 00:23:41.039 align:start position:0% leads um or what we call leads We're not 00:23:41.039 --> 00:23:44.470 align:start position:0% leads um or what we call leads We're not super<00:23:41.520> focused<00:23:41.919> on<00:23:42.159> leads<00:23:42.559> as<00:23:42.799> a<00:23:43.039> primary<00:23:43.600> KPI 00:23:44.470 --> 00:23:44.480 align:start position:0% super focused on leads as a primary KPI 00:23:44.480 --> 00:23:46.230 align:start position:0% super focused on leads as a primary KPI We<00:23:44.640> use<00:23:44.880> it<00:23:45.039> as<00:23:45.200> more<00:23:45.360> like<00:23:45.520> a<00:23:45.760> leading 00:23:46.230 --> 00:23:46.240 align:start position:0% We use it as more like a leading 00:23:46.240 --> 00:23:50.149 align:start position:0% We use it as more like a leading indicator<00:23:46.880> of<00:23:48.000> um<00:23:48.159> what<00:23:48.320> we're<00:23:48.640> doing<00:23:49.039> but<00:23:49.919> um 00:23:50.149 --> 00:23:50.159 align:start position:0% indicator of um what we're doing but um 00:23:50.159 --> 00:23:52.710 align:start position:0% indicator of um what we're doing but um there<00:23:50.400> is<00:23:50.720> the<00:23:50.799> the<00:23:51.200> first<00:23:51.520> category<00:23:52.080> of<00:23:52.320> leads 00:23:52.710 --> 00:23:52.720 align:start position:0% there is the the first category of leads 00:23:52.720 --> 00:23:55.270 align:start position:0% there is the the first category of leads which<00:23:52.960> we<00:23:53.200> call<00:23:53.440> them<00:23:53.679> P1s<00:23:54.480> for<00:23:54.799> lack<00:23:54.960> of<00:23:55.120> a 00:23:55.270 --> 00:23:55.280 align:start position:0% which we call them P1s for lack of a 00:23:55.280 --> 00:23:57.990 align:start position:0% which we call them P1s for lack of a better<00:23:55.600> term<00:23:56.320> And<00:23:56.559> these<00:23:56.880> are<00:23:57.039> people<00:23:57.360> who<00:23:57.679> are 00:23:57.990 --> 00:23:58.000 align:start position:0% better term And these are people who are 00:23:58.000 --> 00:23:59.830 align:start position:0% better term And these are people who are saying,"I<00:23:58.640> want<00:23:58.799> to<00:23:58.960> talk<00:23:59.200> to<00:23:59.360> your<00:23:59.520> sales 00:23:59.830 --> 00:23:59.840 align:start position:0% saying,"I want to talk to your sales 00:23:59.840 --> 00:24:01.990 align:start position:0% saying,"I want to talk to your sales team<00:24:00.080> or<00:24:00.400> I<00:24:00.559> want<00:24:00.720> a<00:24:00.960> demo<00:24:01.200> of<00:24:01.440> your<00:24:01.600> product." 00:24:01.990 --> 00:24:02.000 align:start position:0% team or I want a demo of your product." 00:24:02.000 --> 00:24:04.070 align:start position:0% team or I want a demo of your product." So<00:24:02.240> they're<00:24:02.480> coming<00:24:02.720> to<00:24:02.960> us<00:24:03.440> and<00:24:03.679> they're 00:24:04.070 --> 00:24:04.080 align:start position:0% So they're coming to us and they're 00:24:04.080 --> 00:24:07.190 align:start position:0% So they're coming to us and they're actually<00:24:05.039> telling<00:24:05.440> us<00:24:06.240> that<00:24:06.640> this<00:24:06.880> is<00:24:06.960> what 00:24:07.190 --> 00:24:07.200 align:start position:0% actually telling us that this is what 00:24:07.200 --> 00:24:10.549 align:start position:0% actually telling us that this is what they<00:24:07.440> want<00:24:07.600> to<00:24:07.840> see<00:24:08.720> Um<00:24:09.360> usually<00:24:09.919> there<00:24:10.159> is<00:24:10.320> a 00:24:10.549 --> 00:24:10.559 align:start position:0% they want to see Um usually there is a 00:24:10.559 --> 00:24:12.710 align:start position:0% they want to see Um usually there is a ton<00:24:10.799> of<00:24:11.039> stuff<00:24:11.200> that<00:24:11.520> happened<00:24:12.000> before<00:24:12.480> they 00:24:12.710 --> 00:24:12.720 align:start position:0% ton of stuff that happened before they 00:24:12.720 --> 00:24:14.870 align:start position:0% ton of stuff that happened before they became<00:24:13.200> such<00:24:13.440> a<00:24:13.600> lead<00:24:13.840> They've<00:24:14.159> done<00:24:14.480> a<00:24:14.720> bunch 00:24:14.870 --> 00:24:14.880 align:start position:0% became such a lead They've done a bunch 00:24:14.880 --> 00:24:16.630 align:start position:0% became such a lead They've done a bunch of<00:24:15.039> research<00:24:15.360> on<00:24:15.600> their<00:24:15.760> own<00:24:16.080> They<00:24:16.320> could<00:24:16.400> have 00:24:16.630 --> 00:24:16.640 align:start position:0% of research on their own They could have 00:24:16.640 --> 00:24:20.310 align:start position:0% of research on their own They could have joined<00:24:17.200> our<00:24:17.520> events<00:24:17.919> in<00:24:18.080> the<00:24:18.320> past<00:24:19.279> Um<00:24:20.000> but 00:24:20.310 --> 00:24:20.320 align:start position:0% joined our events in the past Um but 00:24:20.320 --> 00:24:22.549 align:start position:0% joined our events in the past Um but those<00:24:20.640> are<00:24:20.960> the<00:24:21.279> best<00:24:21.840> you<00:24:22.000> know<00:24:22.080> the<00:24:22.320> best 00:24:22.549 --> 00:24:22.559 align:start position:0% those are the best you know the best 00:24:22.559 --> 00:24:25.590 align:start position:0% those are the best you know the best leads<00:24:22.880> that<00:24:23.120> we<00:24:23.440> that<00:24:23.679> we<00:24:23.919> have<00:24:24.559> Uh<00:24:24.960> the<00:24:25.279> second 00:24:25.590 --> 00:24:25.600 align:start position:0% leads that we that we have Uh the second 00:24:25.600 --> 00:24:28.710 align:start position:0% leads that we that we have Uh the second tier<00:24:26.240> are<00:24:26.640> people<00:24:26.960> who<00:24:27.279> are<00:24:27.840> interacting<00:24:28.480> with 00:24:28.710 --> 00:24:28.720 align:start position:0% tier are people who are interacting with 00:24:28.720 --> 00:24:30.789 align:start position:0% tier are people who are interacting with our<00:24:29.039> stuff<00:24:29.279> but<00:24:29.520> not<00:24:29.760> necessarily<00:24:30.320> telling<00:24:30.640> us 00:24:30.789 --> 00:24:30.799 align:start position:0% our stuff but not necessarily telling us 00:24:30.799 --> 00:24:32.789 align:start position:0% our stuff but not necessarily telling us that<00:24:31.039> they<00:24:31.200> want<00:24:31.279> to<00:24:31.440> talk<00:24:31.679> to<00:24:31.840> someone<00:24:32.559> So 00:24:32.789 --> 00:24:32.799 align:start position:0% that they want to talk to someone So 00:24:32.799 --> 00:24:35.830 align:start position:0% that they want to talk to someone So there<00:24:33.039> is<00:24:33.279> kind<00:24:33.520> of<00:24:33.600> like<00:24:33.840> this<00:24:34.480> um<00:24:35.120> firstparty 00:24:35.830 --> 00:24:35.840 align:start position:0% there is kind of like this um firstparty 00:24:35.840 --> 00:24:38.549 align:start position:0% there is kind of like this um firstparty intent<00:24:36.480> So<00:24:36.720> they<00:24:36.960> might<00:24:37.200> be<00:24:37.760> downloading<00:24:38.240> a 00:24:38.549 --> 00:24:38.559 align:start position:0% intent So they might be downloading a 00:24:38.559 --> 00:24:41.110 align:start position:0% intent So they might be downloading a piece<00:24:38.720> of<00:24:38.960> content<00:24:39.279> on<00:24:39.600> our<00:24:39.919> website<00:24:40.799> They 00:24:41.110 --> 00:24:41.120 align:start position:0% piece of content on our website They 00:24:41.120 --> 00:24:43.110 align:start position:0% piece of content on our website They might<00:24:41.440> have<00:24:41.679> stopped<00:24:42.080> by<00:24:42.320> our<00:24:42.559> booth<00:24:42.799> at<00:24:43.039> a 00:24:43.110 --> 00:24:43.120 align:start position:0% might have stopped by our booth at a 00:24:43.120 --> 00:24:45.029 align:start position:0% might have stopped by our booth at a trade<00:24:43.440> show<00:24:43.600> and<00:24:43.840> talked<00:24:44.080> to<00:24:44.240> us<00:24:44.480> but<00:24:44.720> again 00:24:45.029 --> 00:24:45.039 align:start position:0% trade show and talked to us but again 00:24:45.039 --> 00:24:47.909 align:start position:0% trade show and talked to us but again didn't<00:24:45.279> tell<00:24:45.440> us<00:24:45.600> they<00:24:45.840> want<00:24:46.000> to<00:24:46.080> follow<00:24:46.320> up<00:24:47.120> Um 00:24:47.909 --> 00:24:47.919 align:start position:0% didn't tell us they want to follow up Um 00:24:47.919 --> 00:24:51.029 align:start position:0% didn't tell us they want to follow up Um and<00:24:48.159> they<00:24:48.400> are<00:24:48.559> usually<00:24:49.760> uh<00:24:50.159> it's<00:24:50.559> great<00:24:50.799> to 00:24:51.029 --> 00:24:51.039 align:start position:0% and they are usually uh it's great to 00:24:51.039 --> 00:24:53.669 align:start position:0% and they are usually uh it's great to have<00:24:51.200> them<00:24:51.600> they<00:24:52.080> are<00:24:52.880> still<00:24:53.279> getting 00:24:53.669 --> 00:24:53.679 align:start position:0% have them they are still getting 00:24:53.679 --> 00:24:56.390 align:start position:0% have them they are still getting nurtured<00:24:54.240> They're<00:24:54.480> still<00:24:54.799> getting<00:24:55.440> touched 00:24:56.390 --> 00:24:56.400 align:start position:0% nurtured They're still getting touched 00:24:56.400 --> 00:24:58.630 align:start position:0% nurtured They're still getting touched and<00:24:56.799> there<00:24:57.120> might<00:24:57.360> be<00:24:57.679> they<00:24:57.919> might<00:24:58.159> become 00:24:58.630 --> 00:24:58.640 align:start position:0% and there might be they might become 00:24:58.640 --> 00:25:01.750 align:start position:0% and there might be they might become this<00:24:59.120> top<00:24:59.440> priority<00:25:00.000> lead<00:25:00.640> Um<00:25:01.120> when<00:25:01.360> you<00:25:01.600> reach 00:25:01.750 --> 00:25:01.760 align:start position:0% this top priority lead Um when you reach 00:25:01.760 --> 00:25:03.590 align:start position:0% this top priority lead Um when you reach out<00:25:01.919> to<00:25:02.000> them<00:25:02.240> they<00:25:02.400> say<00:25:02.640> actually<00:25:02.960> yes<00:25:03.279> I<00:25:03.440> do 00:25:03.590 --> 00:25:03.600 align:start position:0% out to them they say actually yes I do 00:25:03.600 --> 00:25:05.269 align:start position:0% out to them they say actually yes I do want<00:25:03.760> to<00:25:03.840> talk<00:25:04.000> to<00:25:04.159> a<00:25:04.320> salesperson<00:25:04.880> but<00:25:05.120> we 00:25:05.269 --> 00:25:05.279 align:start position:0% want to talk to a salesperson but we 00:25:05.279 --> 00:25:07.350 align:start position:0% want to talk to a salesperson but we don't<00:25:05.520> expect<00:25:05.840> that<00:25:06.159> high<00:25:06.400> of<00:25:06.720> a<00:25:06.960> conversion 00:25:07.350 --> 00:25:07.360 align:start position:0% don't expect that high of a conversion 00:25:07.360 --> 00:25:09.990 align:start position:0% don't expect that high of a conversion rate<00:25:07.600> from<00:25:07.919> those<00:25:08.880> And<00:25:09.120> then<00:25:09.360> the<00:25:09.679> last 00:25:09.990 --> 00:25:10.000 align:start position:0% rate from those And then the last 00:25:10.000 --> 00:25:13.990 align:start position:0% rate from those And then the last category<00:25:10.880> are<00:25:11.360> just<00:25:11.679> this<00:25:12.880> um<00:25:13.279> third-party 00:25:13.990 --> 00:25:14.000 align:start position:0% category are just this um third-party 00:25:14.000 --> 00:25:17.830 align:start position:0% category are just this um third-party intent<00:25:14.880> and<00:25:15.200> those<00:25:15.520> are<00:25:15.840> people<00:25:16.159> that<00:25:16.640> we<00:25:17.440> we 00:25:17.830 --> 00:25:17.840 align:start position:0% intent and those are people that we we 00:25:17.840 --> 00:25:19.430 align:start position:0% intent and those are people that we we haven't<00:25:18.080> really<00:25:18.320> interacted<00:25:18.720> with<00:25:18.960> or<00:25:19.200> we 00:25:19.430 --> 00:25:19.440 align:start position:0% haven't really interacted with or we 00:25:19.440 --> 00:25:21.110 align:start position:0% haven't really interacted with or we don't<00:25:19.600> know<00:25:19.760> if<00:25:19.919> they've<00:25:20.240> interacted<00:25:20.640> with<00:25:20.799> us 00:25:21.110 --> 00:25:21.120 align:start position:0% don't know if they've interacted with us 00:25:21.120 --> 00:25:24.789 align:start position:0% don't know if they've interacted with us or<00:25:21.360> not<00:25:22.080> For<00:25:22.240> example<00:25:23.120> we<00:25:23.440> went<00:25:23.679> to<00:25:24.000> an<00:25:24.320> event 00:25:24.789 --> 00:25:24.799 align:start position:0% or not For example we went to an event 00:25:24.799 --> 00:25:27.190 align:start position:0% or not For example we went to an event and<00:25:25.279> as<00:25:25.600> part<00:25:25.760> of<00:25:25.840> our<00:25:26.159> sponsorship<00:25:26.880> they 00:25:27.190 --> 00:25:27.200 align:start position:0% and as part of our sponsorship they 00:25:27.200 --> 00:25:31.510 align:start position:0% and as part of our sponsorship they provided<00:25:27.600> us<00:25:27.760> with<00:25:27.919> a<00:25:28.159> list<00:25:29.120> Okay<00:25:29.960> Well<00:25:30.960> these 00:25:31.510 --> 00:25:31.520 align:start position:0% provided us with a list Okay Well these 00:25:31.520 --> 00:25:33.430 align:start position:0% provided us with a list Okay Well these people<00:25:31.760> on<00:25:32.000> the<00:25:32.159> list<00:25:32.559> could<00:25:32.880> have<00:25:33.120> heard 00:25:33.430 --> 00:25:33.440 align:start position:0% people on the list could have heard 00:25:33.440 --> 00:25:35.110 align:start position:0% people on the list could have heard about<00:25:33.600> us<00:25:33.919> could<00:25:34.080> have<00:25:34.240> stopped<00:25:34.480> by<00:25:34.640> our<00:25:34.799> booth 00:25:35.110 --> 00:25:35.120 align:start position:0% about us could have stopped by our booth 00:25:35.120 --> 00:25:36.789 align:start position:0% about us could have stopped by our booth or<00:25:35.360> maybe<00:25:35.600> they<00:25:35.840> just<00:25:36.000> had<00:25:36.240> nothing<00:25:36.480> to<00:25:36.720> do 00:25:36.789 --> 00:25:36.799 align:start position:0% or maybe they just had nothing to do 00:25:36.799 --> 00:25:39.510 align:start position:0% or maybe they just had nothing to do with<00:25:36.960> us<00:25:37.200> whatsoever<00:25:38.320> So<00:25:38.640> those<00:25:39.039> we<00:25:39.360> don't 00:25:39.510 --> 00:25:39.520 align:start position:0% with us whatsoever So those we don't 00:25:39.520 --> 00:25:42.230 align:start position:0% with us whatsoever So those we don't really<00:25:39.840> categorize<00:25:40.480> as<00:25:40.640> as<00:25:40.960> P1<00:25:41.440> P2<00:25:41.919> We<00:25:42.080> just 00:25:42.230 --> 00:25:42.240 align:start position:0% really categorize as as P1 P2 We just 00:25:42.240 --> 00:25:44.870 align:start position:0% really categorize as as P1 P2 We just call<00:25:42.400> them<00:25:42.640> P3<00:25:43.200> Again<00:25:43.600> very<00:25:44.080> very<00:25:44.480> simple 00:25:44.870 --> 00:25:44.880 align:start position:0% call them P3 Again very very simple 00:25:44.880 --> 00:25:48.549 align:start position:0% call them P3 Again very very simple terms<00:25:45.440> nothing<00:25:46.480> uh<00:25:46.640> sophisticated<00:25:47.440> there<00:25:48.080> Um 00:25:48.549 --> 00:25:48.559 align:start position:0% terms nothing uh sophisticated there Um 00:25:48.559 --> 00:25:50.310 align:start position:0% terms nothing uh sophisticated there Um but<00:25:48.720> those<00:25:49.039> are<00:25:49.200> just<00:25:49.440> lists<00:25:49.840> that<00:25:50.000> we 00:25:50.310 --> 00:25:50.320 align:start position:0% but those are just lists that we 00:25:50.320 --> 00:25:53.110 align:start position:0% but those are just lists that we typically<00:25:50.960> don't<00:25:51.360> have<00:25:51.840> any<00:25:52.320> people<00:25:52.720> follow 00:25:53.110 --> 00:25:53.120 align:start position:0% typically don't have any people follow 00:25:53.120 --> 00:25:56.149 align:start position:0% typically don't have any people follow up<00:25:54.000> unless<00:25:54.480> they<00:25:55.039> monitor<00:25:55.520> them<00:25:55.679> and<00:25:55.919> they 00:25:56.149 --> 00:25:56.159 align:start position:0% up unless they monitor them and they 00:25:56.159 --> 00:25:58.789 align:start position:0% up unless they monitor them and they watch<00:25:56.400> a<00:25:56.720> few<00:25:56.880> spikes<00:25:57.440> Oh<00:25:57.679> like<00:25:58.159> there's<00:25:58.559> more 00:25:58.789 --> 00:25:58.799 align:start position:0% watch a few spikes Oh like there's more 00:25:58.799 --> 00:26:00.549 align:start position:0% watch a few spikes Oh like there's more activity<00:25:59.360> Maybe<00:25:59.600> I<00:25:59.840> should<00:26:00.000> reach<00:26:00.240> out<00:26:00.400> to 00:26:00.549 --> 00:26:00.559 align:start position:0% activity Maybe I should reach out to 00:26:00.559 --> 00:26:02.230 align:start position:0% activity Maybe I should reach out to them<00:26:00.799> or<00:26:01.039> maybe<00:26:01.200> I<00:26:01.360> should<00:26:01.520> build<00:26:01.760> out<00:26:02.000> that 00:26:02.230 --> 00:26:02.240 align:start position:0% them or maybe I should build out that 00:26:02.240 --> 00:26:04.710 align:start position:0% them or maybe I should build out that account<00:26:03.120> Um<00:26:03.440> and<00:26:03.679> we<00:26:03.840> do<00:26:04.000> some<00:26:04.159> automated 00:26:04.710 --> 00:26:04.720 align:start position:0% account Um and we do some automated 00:26:04.720 --> 00:26:06.950 align:start position:0% account Um and we do some automated follow-up<00:26:05.279> emails<00:26:05.760> to<00:26:06.080> those<00:26:06.480> types<00:26:06.799> of 00:26:06.950 --> 00:26:06.960 align:start position:0% follow-up emails to those types of 00:26:06.960 --> 00:26:09.590 align:start position:0% follow-up emails to those types of people<00:26:07.440> So<00:26:07.679> we<00:26:07.840> do<00:26:08.080> call<00:26:08.240> them<00:26:08.400> all<00:26:08.720> leads<00:26:09.360> but 00:26:09.590 --> 00:26:09.600 align:start position:0% people So we do call them all leads but 00:26:09.600 --> 00:26:12.029 align:start position:0% people So we do call them all leads but they're<00:26:09.919> actually<00:26:10.400> not<00:26:10.720> leads<00:26:11.200> even<00:26:11.440> in<00:26:11.679> our 00:26:12.029 --> 00:26:12.039 align:start position:0% they're actually not leads even in our 00:26:12.039 --> 00:26:14.870 align:start position:0% they're actually not leads even in our CRM<00:26:13.039> Um<00:26:13.360> but<00:26:13.600> they<00:26:13.760> are<00:26:13.919> just<00:26:14.159> people<00:26:14.400> who<00:26:14.720> did 00:26:14.870 --> 00:26:14.880 align:start position:0% CRM Um but they are just people who did 00:26:14.880 --> 00:26:17.269 align:start position:0% CRM Um but they are just people who did something<00:26:15.200> and<00:26:15.520> one<00:26:15.760> person<00:26:16.080> could<00:26:16.400> be<00:26:16.799> a<00:26:17.039> lead 00:26:17.269 --> 00:26:17.279 align:start position:0% something and one person could be a lead 00:26:17.279 --> 00:26:19.590 align:start position:0% something and one person could be a lead multiple<00:26:17.760> times<00:26:18.240> If<00:26:18.480> they<00:26:18.720> did<00:26:18.960> something<00:26:19.279> and 00:26:19.590 --> 00:26:19.600 align:start position:0% multiple times If they did something and 00:26:19.600 --> 00:26:22.149 align:start position:0% multiple times If they did something and then<00:26:20.159> like<00:26:20.400> they<00:26:20.640> went<00:26:20.799> to<00:26:21.039> an<00:26:21.279> event<00:26:21.679> and<00:26:21.919> then 00:26:22.149 --> 00:26:22.159 align:start position:0% then like they went to an event and then 00:26:22.159 --> 00:26:24.149 align:start position:0% then like they went to an event and then nothing<00:26:22.480> happened<00:26:22.880> after<00:26:23.279> and<00:26:23.520> then<00:26:23.760> a<00:26:23.919> couple 00:26:24.149 --> 00:26:24.159 align:start position:0% nothing happened after and then a couple 00:26:24.159 --> 00:26:25.590 align:start position:0% nothing happened after and then a couple months<00:26:24.320> later<00:26:24.640> they<00:26:24.880> came<00:26:24.960> in<00:26:25.120> and<00:26:25.279> they<00:26:25.440> said 00:26:25.590 --> 00:26:25.600 align:start position:0% months later they came in and they said 00:26:25.600 --> 00:26:28.549 align:start position:0% months later they came in and they said they<00:26:25.840> want<00:26:25.919> a<00:26:26.080> demo<00:26:26.480> they<00:26:26.720> are<00:26:26.880> again<00:26:27.679> a<00:26:28.000> lead 00:26:28.549 --> 00:26:28.559 align:start position:0% they want a demo they are again a lead 00:26:28.559 --> 00:26:31.029 align:start position:0% they want a demo they are again a lead because<00:26:28.799> they<00:26:29.120> did<00:26:29.279> something<00:26:29.600> else 00:26:31.029 --> 00:26:31.039 align:start position:0% because they did something else 00:26:31.039 --> 00:26:33.390 align:start position:0% because they did something else It<00:26:31.360> sounds<00:26:31.600> like<00:26:31.679> the<00:26:31.919> demo<00:26:32.320> was<00:26:32.559> really<00:26:32.880> that 00:26:33.390 --> 00:26:33.400 align:start position:0% It sounds like the demo was really that 00:26:33.400 --> 00:26:37.710 align:start position:0% It sounds like the demo was really that first<00:26:34.400> initial<00:26:34.960> indicator<00:26:35.919> that<00:26:36.640> this<00:26:36.880> is<00:26:37.039> a 00:26:37.710 --> 00:26:37.720 align:start position:0% first initial indicator that this is a 00:26:37.720 --> 00:26:40.950 align:start position:0% first initial indicator that this is a real<00:26:38.720> potential<00:26:39.279> buyer<00:26:40.320> Those<00:26:40.559> are<00:26:40.720> the<00:26:40.880> best 00:26:40.950 --> 00:26:40.960 align:start position:0% real potential buyer Those are the best 00:26:40.960 --> 00:26:44.870 align:start position:0% real potential buyer Those are the best ones<00:26:41.360> Yeah<00:26:41.600> for<00:26:41.760> sure<00:26:43.120> Is<00:26:43.440> that<00:26:44.240> is<00:26:44.480> that<00:26:44.720> sort 00:26:44.870 --> 00:26:44.880 align:start position:0% ones Yeah for sure Is that is that sort 00:26:44.880 --> 00:26:49.430 align:start position:0% ones Yeah for sure Is that is that sort of<00:26:45.320> your<00:26:46.320> barometer<00:26:47.400> of<00:26:48.400> if<00:26:48.720> things<00:26:48.960> are<00:26:49.120> going 00:26:49.430 --> 00:26:49.440 align:start position:0% of your barometer of if things are going 00:26:49.440 --> 00:26:51.190 align:start position:0% of your barometer of if things are going well<00:26:49.760> and<00:26:50.000> up<00:26:50.480> you<00:26:50.640> know<00:26:50.720> we<00:26:50.960> talked<00:26:51.120> about 00:26:51.190 --> 00:26:51.200 align:start position:0% well and up you know we talked about 00:26:51.200 --> 00:26:53.029 align:start position:0% well and up you know we talked about leading<00:26:51.520> indicators 00:26:53.029 --> 00:26:53.039 align:start position:0% leading indicators 00:26:53.039 --> 00:26:55.669 align:start position:0% leading indicators um<00:26:53.240> and<00:26:54.240> let<00:26:54.480> so<00:26:54.720> let's<00:26:54.880> define<00:26:55.200> some<00:26:55.360> of<00:26:55.440> those 00:26:55.669 --> 00:26:55.679 align:start position:0% um and let so let's define some of those 00:26:55.679 --> 00:26:58.950 align:start position:0% um and let so let's define some of those first<00:26:56.000> First<00:26:56.240> of<00:26:56.400> all<00:26:57.360> there's<00:26:58.320> all<00:26:58.559> types<00:26:58.799> of 00:26:58.950 --> 00:26:58.960 align:start position:0% first First of all there's all types of 00:26:58.960 --> 00:27:02.070 align:start position:0% first First of all there's all types of different<00:26:59.679> ways<00:27:00.000> to<00:27:00.159> talk<00:27:00.320> about<00:27:00.559> data<00:27:01.520> right 00:27:02.070 --> 00:27:02.080 align:start position:0% different ways to talk about data right 00:27:02.080 --> 00:27:04.470 align:start position:0% different ways to talk about data right So<00:27:02.559> yes 00:27:04.470 --> 00:27:04.480 align:start position:0% So yes 00:27:04.480 --> 00:27:05.750 align:start position:0% So yes little<00:27:04.799> rapid<00:27:05.120> fire<00:27:05.279> here<00:27:05.520> I'm<00:27:05.679> going<00:27:05.679> to 00:27:05.750 --> 00:27:05.760 align:start position:0% little rapid fire here I'm going to 00:27:05.760 --> 00:27:09.190 align:start position:0% little rapid fire here I'm going to steal<00:27:06.000> out<00:27:06.159> of<00:27:06.240> the<00:27:06.400> Elijah<00:27:06.799> playbook 00:27:09.190 --> 00:27:09.200 align:start position:0% steal out of the Elijah playbook 00:27:09.200 --> 00:27:10.470 align:start position:0% steal out of the Elijah playbook Let's<00:27:09.600> just<00:27:09.679> I'm<00:27:09.919> just<00:27:10.000> going<00:27:10.080> to<00:27:10.159> give<00:27:10.320> you 00:27:10.470 --> 00:27:10.480 align:start position:0% Let's just I'm just going to give you 00:27:10.480 --> 00:27:12.950 align:start position:0% Let's just I'm just going to give you some<00:27:10.640> key<00:27:11.039> some<00:27:11.360> words<00:27:12.000> that<00:27:12.320> we<00:27:12.480> all<00:27:12.720> sort<00:27:12.880> of 00:27:12.950 --> 00:27:12.960 align:start position:0% some key some words that we all sort of 00:27:12.960 --> 00:27:14.950 align:start position:0% some key some words that we all sort of recognize<00:27:13.440> but<00:27:13.600> I<00:27:13.760> want<00:27:13.840> to<00:27:13.919> know<00:27:14.000> what<00:27:14.240> your 00:27:14.950 --> 00:27:14.960 align:start position:0% recognize but I want to know what your 00:27:14.960 --> 00:27:18.149 align:start position:0% recognize but I want to know what your very<00:27:15.279> quick<00:27:16.080> definition<00:27:16.640> is<00:27:17.440> off<00:27:17.679> top<00:27:17.840> of<00:27:17.919> your 00:27:18.149 --> 00:27:18.159 align:start position:0% very quick definition is off top of your 00:27:18.159 --> 00:27:22.310 align:start position:0% very quick definition is off top of your head<00:27:19.039> Oh<00:27:19.520> Uh<00:27:19.760> oh<00:27:20.000> No<00:27:20.240> pressure<00:27:21.200> No<00:27:21.360> pressure<00:27:21.840> No 00:27:22.310 --> 00:27:22.320 align:start position:0% head Oh Uh oh No pressure No pressure No 00:27:22.320 --> 00:27:23.830 align:start position:0% head Oh Uh oh No pressure No pressure No no<00:27:22.480> no<00:27:22.640> We're<00:27:22.880> just<00:27:22.960> going<00:27:23.120> to<00:27:23.200> give<00:27:23.360> people<00:27:23.600> a 00:27:23.830 --> 00:27:23.840 align:start position:0% no no We're just going to give people a 00:27:23.840 --> 00:27:25.750 align:start position:0% no no We're just going to give people a little<00:27:23.919> bit<00:27:24.080> of<00:27:24.159> a<00:27:24.559> um<00:27:25.279> you<00:27:25.440> know<00:27:25.520> because 00:27:25.750 --> 00:27:25.760 align:start position:0% little bit of a um you know because 00:27:25.760 --> 00:27:27.350 align:start position:0% little bit of a um you know because every<00:27:26.000> all<00:27:26.159> these<00:27:26.400> words<00:27:26.640> mean<00:27:26.880> something<00:27:27.120> a 00:27:27.350 --> 00:27:27.360 align:start position:0% every all these words mean something a 00:27:27.360 --> 00:27:28.710 align:start position:0% every all these words mean something a little<00:27:27.440> bit<00:27:27.600> different<00:27:27.840> to<00:27:28.000> everybody<00:27:28.400> So<00:27:28.480> we 00:27:28.710 --> 00:27:28.720 align:start position:0% little bit different to everybody So we 00:27:28.720 --> 00:27:29.990 align:start position:0% little bit different to everybody So we just<00:27:28.799> want<00:27:28.880> to<00:27:29.039> get<00:27:29.120> a<00:27:29.279> baseline<00:27:29.679> of<00:27:29.760> what<00:27:29.919> they 00:27:29.990 --> 00:27:30.000 align:start position:0% just want to get a baseline of what they 00:27:30.000 --> 00:27:35.430 align:start position:0% just want to get a baseline of what they mean<00:27:30.159> to<00:27:30.320> you<00:27:30.960> Okay<00:27:31.919> Okay<00:27:32.720> Um<00:27:33.200> goals 00:27:35.430 --> 00:27:35.440 align:start position:0% mean to you Okay Okay Um goals 00:27:35.440 --> 00:27:37.870 align:start position:0% mean to you Okay Okay Um goals um<00:27:35.919> targets<00:27:36.480> that<00:27:36.720> you<00:27:36.960> have<00:27:37.039> to 00:27:37.870 --> 00:27:37.880 align:start position:0% um targets that you have to 00:27:37.880 --> 00:27:41.950 align:start position:0% um targets that you have to reach<00:27:38.880> KPIs 00:27:41.950 --> 00:27:41.960 align:start position:0% 00:27:41.960 --> 00:27:44.870 align:start position:0% um<00:27:42.960> numbers<00:27:43.440> you<00:27:43.679> look<00:27:43.840> at<00:27:44.080> to<00:27:44.320> determine<00:27:44.640> if 00:27:44.870 --> 00:27:44.880 align:start position:0% um numbers you look at to determine if 00:27:44.880 --> 00:27:46.549 align:start position:0% um numbers you look at to determine if you're<00:27:45.120> successful<00:27:45.520> in<00:27:45.840> whatever<00:27:46.080> it<00:27:46.240> is<00:27:46.400> that 00:27:46.549 --> 00:27:46.559 align:start position:0% you're successful in whatever it is that 00:27:46.559 --> 00:27:47.710 align:start position:0% you're successful in whatever it is that you're<00:27:46.720> trying<00:27:46.880> to 00:27:47.710 --> 00:27:47.720 align:start position:0% you're trying to 00:27:47.720 --> 00:27:50.190 align:start position:0% you're trying to do<00:27:48.720> Leading 00:27:50.190 --> 00:27:50.200 align:start position:0% do Leading 00:27:50.200 --> 00:27:54.149 align:start position:0% do Leading indicators<00:27:51.279> Uh<00:27:52.000> also<00:27:52.480> numbers<00:27:53.440> that<00:27:53.760> might 00:27:54.149 --> 00:27:54.159 align:start position:0% indicators Uh also numbers that might 00:27:54.159 --> 00:27:56.230 align:start position:0% indicators Uh also numbers that might suggest<00:27:54.720> that<00:27:55.039> you<00:27:55.200> may<00:27:55.360> or<00:27:55.600> may<00:27:55.760> not<00:27:56.000> be 00:27:56.230 --> 00:27:56.240 align:start position:0% suggest that you may or may not be 00:27:56.240 --> 00:27:58.389 align:start position:0% suggest that you may or may not be successful<00:27:56.720> and<00:27:57.039> need<00:27:57.200> to<00:27:57.440> dive<00:27:57.760> deeper<00:27:58.080> to 00:27:58.389 --> 00:27:58.399 align:start position:0% successful and need to dive deeper to 00:27:58.399 --> 00:28:00.870 align:start position:0% successful and need to dive deeper to determine<00:27:58.880> what's<00:27:59.200> going<00:27:59.440> on<00:28:00.000> to<00:28:00.320> help<00:28:00.640> reach 00:28:00.870 --> 00:28:00.880 align:start position:0% determine what's going on to help reach 00:28:00.880 --> 00:28:02.990 align:start position:0% determine what's going on to help reach those 00:28:02.990 --> 00:28:03.000 align:start position:0% those 00:28:03.000 --> 00:28:04.990 align:start position:0% those goals 00:28:04.990 --> 00:28:05.000 align:start position:0% goals 00:28:05.000 --> 00:28:07.830 align:start position:0% goals Um<00:28:06.000> data 00:28:07.830 --> 00:28:07.840 align:start position:0% Um data 00:28:07.840 --> 00:28:10.789 align:start position:0% Um data Oh<00:28:08.480> that's<00:28:08.799> a<00:28:09.039> tough<00:28:09.279> one<00:28:09.840> There's<00:28:10.320> you<00:28:10.559> can't 00:28:10.789 --> 00:28:10.799 align:start position:0% Oh that's a tough one There's you can't 00:28:10.799 --> 00:28:14.389 align:start position:0% Oh that's a tough one There's you can't have<00:28:10.960> a<00:28:11.200> quick<00:28:11.600> quick<00:28:12.000> answer<00:28:12.320> to<00:28:12.640> that<00:28:13.600> Uh 00:28:14.389 --> 00:28:14.399 align:start position:0% have a quick quick answer to that Uh 00:28:14.399 --> 00:28:18.789 align:start position:0% have a quick quick answer to that Uh it's<00:28:15.080> it's<00:28:16.080> h<00:28:16.960> you<00:28:17.200> got<00:28:17.360> me<00:28:17.600> there<00:28:17.919> Um<00:28:18.559> it's 00:28:18.789 --> 00:28:18.799 align:start position:0% it's it's h you got me there Um it's 00:28:18.799 --> 00:28:22.029 align:start position:0% it's it's h you got me there Um it's it's<00:28:19.200> really<00:28:19.720> everything<00:28:20.720> And<00:28:20.960> it<00:28:21.200> could<00:28:21.360> be 00:28:22.029 --> 00:28:22.039 align:start position:0% it's really everything And it could be 00:28:22.039 --> 00:28:25.909 align:start position:0% it's really everything And it could be numbers<00:28:23.039> It<00:28:23.279> could<00:28:23.559> be<00:28:24.559> data<00:28:24.960> about<00:28:25.440> your 00:28:25.909 --> 00:28:25.919 align:start position:0% numbers It could be data about your 00:28:25.919 --> 00:28:29.430 align:start position:0% numbers It could be data about your prospects<00:28:26.559> and<00:28:26.880> your<00:28:27.480> customers<00:28:28.480> Um<00:28:28.960> it<00:28:29.200> could 00:28:29.430 --> 00:28:29.440 align:start position:0% prospects and your customers Um it could 00:28:29.440 --> 00:28:32.310 align:start position:0% prospects and your customers Um it could be<00:28:29.679> your<00:28:30.000> activity<00:28:30.880> It's<00:28:31.039> it's<00:28:31.520> actually 00:28:32.310 --> 00:28:32.320 align:start position:0% be your activity It's it's actually 00:28:32.320 --> 00:28:36.590 align:start position:0% be your activity It's it's actually everything<00:28:32.799> that<00:28:33.120> you<00:28:33.360> do<00:28:34.159> and<00:28:34.679> use<00:28:35.679> to<00:28:35.919> to 00:28:36.590 --> 00:28:36.600 align:start position:0% everything that you do and use to to 00:28:36.600 --> 00:28:39.510 align:start position:0% everything that you do and use to to to<00:28:37.600> operate<00:28:38.159> really<00:28:38.480> You<00:28:38.720> can't<00:28:38.960> you<00:28:39.200> can't<00:28:39.360> do 00:28:39.510 --> 00:28:39.520 align:start position:0% to operate really You can't you can't do 00:28:39.520 --> 00:28:43.430 align:start position:0% to operate really You can't you can't do it<00:28:39.679> without<00:28:39.919> data<00:28:41.000> Um<00:28:42.000> so<00:28:42.399> it<00:28:42.720> is<00:28:42.799> a<00:28:43.039> hard<00:28:43.200> one 00:28:43.430 --> 00:28:43.440 align:start position:0% it without data Um so it is a hard one 00:28:43.440 --> 00:28:46.070 align:start position:0% it without data Um so it is a hard one to<00:28:43.679> define<00:28:44.080> quickly<00:28:44.480> I<00:28:44.720> think<00:28:45.360> Yeah<00:28:45.679> No<00:28:45.919> that's 00:28:46.070 --> 00:28:46.080 align:start position:0% to define quickly I think Yeah No that's 00:28:46.080 --> 00:28:47.590 align:start position:0% to define quickly I think Yeah No that's great<00:28:46.240> because<00:28:46.480> there's<00:28:46.640> also<00:28:46.960> qualitative 00:28:47.590 --> 00:28:47.600 align:start position:0% great because there's also qualitative 00:28:47.600 --> 00:28:50.590 align:start position:0% great because there's also qualitative which<00:28:47.760> you<00:28:47.919> sort<00:28:48.080> of<00:28:48.159> leaned<00:28:48.480> on<00:28:49.279> which 00:28:50.590 --> 00:28:50.600 align:start position:0% which you sort of leaned on which 00:28:50.600 --> 00:28:53.350 align:start position:0% which you sort of leaned on which is<00:28:51.600> what<00:28:51.840> qualitative<00:28:52.240> data<00:28:52.559> is<00:28:52.960> What's<00:28:53.120> that 00:28:53.350 --> 00:28:53.360 align:start position:0% is what qualitative data is What's that 00:28:53.360 --> 00:28:54.430 align:start position:0% is what qualitative data is What's that mean<00:28:53.440> to 00:28:54.430 --> 00:28:54.440 align:start position:0% mean to 00:28:54.440 --> 00:28:59.350 align:start position:0% mean to you<00:28:55.640> Um<00:28:56.640> qualitative<00:28:57.440> data<00:28:57.919> it's<00:28:58.720> good<00:28:59.039> good 00:28:59.350 --> 00:28:59.360 align:start position:0% you Um qualitative data it's good good 00:28:59.360 --> 00:29:01.190 align:start position:0% you Um qualitative data it's good good data<00:28:59.919> the<00:29:00.080> one<00:29:00.240> that<00:29:00.399> you<00:29:00.559> can<00:29:00.720> actually<00:29:00.960> use 00:29:01.190 --> 00:29:01.200 align:start position:0% data the one that you can actually use 00:29:01.200 --> 00:29:04.789 align:start position:0% data the one that you can actually use to<00:29:01.440> make<00:29:01.679> decisions 00:29:04.789 --> 00:29:04.799 align:start position:0% 00:29:04.799 --> 00:29:08.710 align:start position:0% um<00:29:06.159> versus<00:29:06.559> quant<00:29:07.200> quantitative<00:29:08.240> and<00:29:08.480> that's 00:29:08.710 --> 00:29:08.720 align:start position:0% um versus quant quantitative and that's 00:29:08.720 --> 00:29:12.630 align:start position:0% um versus quant quantitative and that's pure<00:29:09.480> numbers<00:29:10.559> Um<00:29:11.200> so<00:29:11.600> qualitative<00:29:12.240> could<00:29:12.480> be 00:29:12.630 --> 00:29:12.640 align:start position:0% pure numbers Um so qualitative could be 00:29:12.640 --> 00:29:16.149 align:start position:0% pure numbers Um so qualitative could be also<00:29:13.360> um<00:29:14.000> anecdotal<00:29:14.720> and<00:29:15.039> that's<00:29:15.200> that's<00:29:15.600> okay 00:29:16.149 --> 00:29:16.159 align:start position:0% also um anecdotal and that's that's okay 00:29:16.159 --> 00:29:18.789 align:start position:0% also um anecdotal and that's that's okay Anecdotal<00:29:16.799> doesn't<00:29:17.120> mean<00:29:17.279> bad 00:29:18.789 --> 00:29:18.799 align:start position:0% Anecdotal doesn't mean bad 00:29:18.799 --> 00:29:22.630 align:start position:0% Anecdotal doesn't mean bad I<00:29:19.039> like<00:29:19.200> that<00:29:19.919> I<00:29:20.080> like<00:29:20.360> that<00:29:21.360> So<00:29:21.600> in<00:29:21.840> terms<00:29:22.080> of 00:29:22.630 --> 00:29:22.640 align:start position:0% I like that I like that So in terms of 00:29:22.640 --> 00:29:25.029 align:start position:0% I like that I like that So in terms of the<00:29:23.520> in<00:29:23.919> separating<00:29:24.399> some<00:29:24.559> of<00:29:24.640> these<00:29:24.799> things 00:29:25.029 --> 00:29:25.039 align:start position:0% the in separating some of these things 00:29:25.039 --> 00:29:26.470 align:start position:0% the in separating some of these things we've<00:29:25.279> mentioned<00:29:25.600> a<00:29:25.840> lot<00:29:25.919> of<00:29:26.000> the<00:29:26.240> different 00:29:26.470 --> 00:29:26.480 align:start position:0% we've mentioned a lot of the different 00:29:26.480 --> 00:29:30.389 align:start position:0% we've mentioned a lot of the different types<00:29:26.880> of<00:29:27.360> data<00:29:28.159> that<00:29:28.480> you<00:29:29.080> measure<00:29:30.080> Let's 00:29:30.389 --> 00:29:30.399 align:start position:0% types of data that you measure Let's 00:29:30.399 --> 00:29:34.830 align:start position:0% types of data that you measure Let's bucket<00:29:31.080> them<00:29:32.080> So<00:29:32.720> what<00:29:32.960> would<00:29:33.120> you<00:29:33.279> consider<00:29:33.760> a 00:29:34.830 --> 00:29:34.840 align:start position:0% bucket them So what would you consider a 00:29:34.840 --> 00:29:38.710 align:start position:0% bucket them So what would you consider a goal<00:29:35.840> in<00:29:36.080> terms<00:29:36.240> of<00:29:36.399> some<00:29:36.640> of<00:29:37.159> the<00:29:38.159> metrics<00:29:38.559> we 00:29:38.710 --> 00:29:38.720 align:start position:0% goal in terms of some of the metrics we 00:29:38.720 --> 00:29:40.389 align:start position:0% goal in terms of some of the metrics we we<00:29:39.039> mentioned<00:29:39.520> metrics<00:29:39.840> is<00:29:40.000> probably<00:29:40.159> another 00:29:40.389 --> 00:29:40.399 align:start position:0% we mentioned metrics is probably another 00:29:40.399 --> 00:29:43.669 align:start position:0% we mentioned metrics is probably another good<00:29:40.559> word<00:29:40.799> too<00:29:41.520> Yeah<00:29:41.919> So<00:29:42.080> for<00:29:42.399> us<00:29:42.720> it<00:29:43.039> is<00:29:43.440> for 00:29:43.669 --> 00:29:43.679 align:start position:0% good word too Yeah So for us it is for 00:29:43.679 --> 00:29:45.350 align:start position:0% good word too Yeah So for us it is for Thread<00:29:44.000> Connect<00:29:44.320> specifically<00:29:44.880> it<00:29:45.039> is<00:29:45.120> a 00:29:45.350 --> 00:29:45.360 align:start position:0% Thread Connect specifically it is a 00:29:45.360 --> 00:29:48.950 align:start position:0% Thread Connect specifically it is a pipeline<00:29:45.840> goal<00:29:46.159> and<00:29:46.399> a<00:29:46.640> revenue<00:29:47.320> goal<00:29:48.320> Um<00:29:48.640> and 00:29:48.950 --> 00:29:48.960 align:start position:0% pipeline goal and a revenue goal Um and 00:29:48.960 --> 00:29:50.870 align:start position:0% pipeline goal and a revenue goal Um and that's<00:29:49.200> the<00:29:49.440> primary<00:29:49.840> goal<00:29:50.159> and<00:29:50.399> then<00:29:50.559> I<00:29:50.799> guess 00:29:50.870 --> 00:29:50.880 align:start position:0% that's the primary goal and then I guess 00:29:50.880 --> 00:29:53.070 align:start position:0% that's the primary goal and then I guess we<00:29:51.120> do<00:29:51.360> have<00:29:51.520> some<00:29:51.840> secondary 00:29:53.070 --> 00:29:53.080 align:start position:0% we do have some secondary 00:29:53.080 --> 00:29:57.029 align:start position:0% we do have some secondary goals<00:29:54.080> that<00:29:54.480> are<00:29:54.960> focused<00:29:55.440> on<00:29:56.080> opportunity 00:29:57.029 --> 00:29:57.039 align:start position:0% goals that are focused on opportunity 00:29:57.039 --> 00:29:59.590 align:start position:0% goals that are focused on opportunity sales<00:29:57.440> qualified<00:29:57.919> opportunity<00:29:58.640> meetings<00:29:59.360> and 00:29:59.590 --> 00:29:59.600 align:start position:0% sales qualified opportunity meetings and 00:29:59.600 --> 00:30:04.070 align:start position:0% sales qualified opportunity meetings and and<00:30:00.120> leads<00:30:01.159> Um<00:30:02.159> so<00:30:02.720> and<00:30:02.880> so<00:30:03.039> those<00:30:03.200> aren't<00:30:03.440> KPIs 00:30:04.070 --> 00:30:04.080 align:start position:0% and leads Um so and so those aren't KPIs 00:30:04.080 --> 00:30:06.710 align:start position:0% and leads Um so and so those aren't KPIs those<00:30:04.240> are<00:30:04.399> actual<00:30:04.799> goals<00:30:05.600> Those<00:30:06.080> are<00:30:06.320> goals 00:30:06.710 --> 00:30:06.720 align:start position:0% those are actual goals Those are goals 00:30:06.720 --> 00:30:09.990 align:start position:0% those are actual goals Those are goals that<00:30:07.039> could<00:30:07.279> be<00:30:07.520> KPIs<00:30:08.240> or<00:30:08.559> leading<00:30:09.000> indicators 00:30:09.990 --> 00:30:10.000 align:start position:0% that could be KPIs or leading indicators 00:30:10.000 --> 00:30:13.029 align:start position:0% that could be KPIs or leading indicators but<00:30:10.240> they<00:30:10.559> are<00:30:10.880> where<00:30:11.200> we're<00:30:11.520> trying<00:30:11.760> to<00:30:12.039> be 00:30:13.029 --> 00:30:13.039 align:start position:0% but they are where we're trying to be 00:30:13.039 --> 00:30:16.149 align:start position:0% but they are where we're trying to be with<00:30:13.440> those<00:30:13.840> numbers<00:30:14.960> Okay<00:30:15.200> So<00:30:15.440> goals<00:30:15.760> are<00:30:15.919> the 00:30:16.149 --> 00:30:16.159 align:start position:0% with those numbers Okay So goals are the 00:30:16.159 --> 00:30:18.950 align:start position:0% with those numbers Okay So goals are the number<00:30:16.640> and<00:30:17.120> that<00:30:17.440> you<00:30:17.600> have<00:30:17.679> to<00:30:17.919> hit<00:30:18.640> Yeah 00:30:18.950 --> 00:30:18.960 align:start position:0% number and that you have to hit Yeah 00:30:18.960 --> 00:30:20.389 align:start position:0% number and that you have to hit Yeah This<00:30:19.120> is<00:30:19.200> the<00:30:19.440> thing<00:30:19.679> and<00:30:19.919> we<00:30:20.080> got<00:30:20.159> to<00:30:20.320> get 00:30:20.389 --> 00:30:20.399 align:start position:0% This is the thing and we got to get 00:30:20.399 --> 00:30:23.830 align:start position:0% This is the thing and we got to get there<00:30:21.039> Yeah<00:30:21.520> Exactly<00:30:22.559> Okay<00:30:23.279> And<00:30:23.440> then<00:30:23.600> in 00:30:23.830 --> 00:30:23.840 align:start position:0% there Yeah Exactly Okay And then in 00:30:23.840 --> 00:30:25.350 align:start position:0% there Yeah Exactly Okay And then in terms<00:30:24.000> of<00:30:24.080> KPIs<00:30:24.720> you're<00:30:24.880> looking<00:30:25.120> you 00:30:25.350 --> 00:30:25.360 align:start position:0% terms of KPIs you're looking you 00:30:25.360 --> 00:30:26.789 align:start position:0% terms of KPIs you're looking you mentioned<00:30:25.520> some<00:30:25.679> of<00:30:25.840> them<00:30:26.000> in<00:30:26.159> terms<00:30:26.320> of<00:30:26.559> the 00:30:26.789 --> 00:30:26.799 align:start position:0% mentioned some of them in terms of the 00:30:26.799 --> 00:30:28.310 align:start position:0% mentioned some of them in terms of the meeting<00:30:27.120> set<00:30:27.360> and<00:30:27.520> those<00:30:27.679> sort<00:30:27.840> of<00:30:27.919> things<00:30:28.080> So 00:30:28.310 --> 00:30:28.320 align:start position:0% meeting set and those sort of things So 00:30:28.320 --> 00:30:31.669 align:start position:0% meeting set and those sort of things So those<00:30:28.559> are<00:30:29.200> the<00:30:29.919> how<00:30:30.320> so<00:30:30.559> how's<00:30:30.880> the<00:30:31.039> KPI 00:30:31.669 --> 00:30:31.679 align:start position:0% those are the how so how's the KPI 00:30:31.679 --> 00:30:33.590 align:start position:0% those are the how so how's the KPI different<00:30:32.000> than<00:30:32.399> the<00:30:32.640> goal<00:30:32.960> then<00:30:33.200> and<00:30:33.279> how<00:30:33.440> you 00:30:33.590 --> 00:30:33.600 align:start position:0% different than the goal then and how you 00:30:33.600 --> 00:30:36.710 align:start position:0% different than the goal then and how you look<00:30:34.200> at<00:30:35.200> how<00:30:35.520> you're<00:30:35.760> performing<00:30:36.320> on<00:30:36.559> a 00:30:36.710 --> 00:30:36.720 align:start position:0% look at how you're performing on a 00:30:36.720 --> 00:30:38.950 align:start position:0% look at how you're performing on a regular<00:30:37.039> basis<00:30:38.000> How<00:30:38.159> are<00:30:38.320> you<00:30:38.399> using<00:30:38.720> these 00:30:38.950 --> 00:30:38.960 align:start position:0% regular basis How are you using these 00:30:38.960 --> 00:30:41.269 align:start position:0% regular basis How are you using these things<00:30:39.200> differently<00:30:40.159> There<00:30:40.399> are<00:30:40.720> some<00:30:41.039> that 00:30:41.269 --> 00:30:41.279 align:start position:0% things differently There are some that 00:30:41.279 --> 00:30:43.830 align:start position:0% things differently There are some that we're<00:30:41.600> looking<00:30:41.840> at<00:30:42.480> all<00:30:42.640> the<00:30:42.880> time<00:30:43.279> I<00:30:43.600> look<00:30:43.679> at 00:30:43.830 --> 00:30:43.840 align:start position:0% we're looking at all the time I look at 00:30:43.840 --> 00:30:46.310 align:start position:0% we're looking at all the time I look at them<00:30:44.080> every<00:30:44.399> day<00:30:44.799> But<00:30:44.960> as<00:30:45.200> a<00:30:45.440> business<00:30:45.840> as<00:30:46.080> a 00:30:46.310 --> 00:30:46.320 align:start position:0% them every day But as a business as a 00:30:46.320 --> 00:30:48.950 align:start position:0% them every day But as a business as a group<00:30:46.559> of<00:30:47.360> um<00:30:47.520> we<00:30:47.760> have<00:30:47.840> a<00:30:48.080> meeting<00:30:48.399> every<00:30:48.720> week 00:30:48.950 --> 00:30:48.960 align:start position:0% group of um we have a meeting every week 00:30:48.960 --> 00:30:51.269 align:start position:0% group of um we have a meeting every week and<00:30:49.200> we<00:30:49.360> look<00:30:49.520> at<00:30:49.679> those<00:30:49.919> KPIs<00:30:50.640> which<00:30:50.880> is<00:30:51.039> what 00:30:51.269 --> 00:30:51.279 align:start position:0% and we look at those KPIs which is what 00:30:51.279 --> 00:30:54.470 align:start position:0% and we look at those KPIs which is what I<00:30:51.440> mentioned<00:30:51.840> pipeline<00:30:53.120> um<00:30:53.360> SQLs<00:30:54.000> which<00:30:54.240> are 00:30:54.470 --> 00:30:54.480 align:start position:0% I mentioned pipeline um SQLs which are 00:30:54.480 --> 00:30:57.350 align:start position:0% I mentioned pipeline um SQLs which are actually<00:30:54.880> salesqualified<00:30:55.760> opportunities 00:30:57.350 --> 00:30:57.360 align:start position:0% actually salesqualified opportunities 00:30:57.360 --> 00:31:00.310 align:start position:0% actually salesqualified opportunities um<00:30:57.679> and<00:30:58.000> revenue<00:30:58.480> and<00:30:58.720> and<00:30:59.120> this<00:30:59.360> is<00:30:59.600> kind<00:30:59.840> of<00:30:59.919> a 00:31:00.310 --> 00:31:00.320 align:start position:0% um and revenue and and this is kind of a 00:31:00.320 --> 00:31:03.510 align:start position:0% um and revenue and and this is kind of a a<00:31:00.720> joint<00:31:01.120> broad<00:31:01.520> meeting<00:31:02.640> um<00:31:02.799> and<00:31:03.039> then<00:31:03.279> the 00:31:03.510 --> 00:31:03.520 align:start position:0% a joint broad meeting um and then the 00:31:03.520 --> 00:31:06.149 align:start position:0% a joint broad meeting um and then the leading<00:31:03.919> indicators<00:31:04.480> that<00:31:04.799> also<00:31:05.120> have<00:31:05.360> goals 00:31:06.149 --> 00:31:06.159 align:start position:0% leading indicators that also have goals 00:31:06.159 --> 00:31:08.149 align:start position:0% leading indicators that also have goals If<00:31:06.399> we're<00:31:06.640> not<00:31:06.960> meeting<00:31:07.279> a<00:31:07.520> particular<00:31:07.919> goal 00:31:08.149 --> 00:31:08.159 align:start position:0% If we're not meeting a particular goal 00:31:08.159 --> 00:31:11.110 align:start position:0% If we're not meeting a particular goal in<00:31:08.320> a<00:31:08.480> KPI<00:31:09.120> then<00:31:09.440> we<00:31:09.600> would<00:31:09.840> dive<00:31:10.159> deeper<00:31:10.799> to 00:31:11.110 --> 00:31:11.120 align:start position:0% in a KPI then we would dive deeper to 00:31:11.120 --> 00:31:13.269 align:start position:0% in a KPI then we would dive deeper to try<00:31:11.279> and<00:31:11.440> understand<00:31:12.000> why<00:31:12.640> And<00:31:12.880> that's<00:31:13.120> where 00:31:13.269 --> 00:31:13.279 align:start position:0% try and understand why And that's where 00:31:13.279 --> 00:31:15.750 align:start position:0% try and understand why And that's where those<00:31:13.520> leading<00:31:13.840> indicators<00:31:14.559> come<00:31:14.880> to<00:31:15.120> play 00:31:15.750 --> 00:31:15.760 align:start position:0% those leading indicators come to play 00:31:15.760 --> 00:31:17.909 align:start position:0% those leading indicators come to play And<00:31:16.000> some<00:31:16.240> of<00:31:16.320> them<00:31:16.559> we<00:31:16.880> measure<00:31:17.520> very 00:31:17.909 --> 00:31:17.919 align:start position:0% And some of them we measure very 00:31:17.919 --> 00:31:20.310 align:start position:0% And some of them we measure very regularly<00:31:18.640> Like<00:31:18.960> leads<00:31:19.279> is<00:31:19.440> a<00:31:19.679> simple<00:31:19.919> one<00:31:20.159> We 00:31:20.310 --> 00:31:20.320 align:start position:0% regularly Like leads is a simple one We 00:31:20.320 --> 00:31:21.909 align:start position:0% regularly Like leads is a simple one We measure<00:31:20.640> them<00:31:20.880> We<00:31:21.039> don't<00:31:21.200> necessarily<00:31:21.679> talk 00:31:21.909 --> 00:31:21.919 align:start position:0% measure them We don't necessarily talk 00:31:21.919 --> 00:31:23.669 align:start position:0% measure them We don't necessarily talk about<00:31:22.080> them<00:31:22.320> every<00:31:22.640> week<00:31:22.880> but<00:31:23.120> we<00:31:23.279> talk<00:31:23.520> about 00:31:23.669 --> 00:31:23.679 align:start position:0% about them every week but we talk about 00:31:23.679 --> 00:31:25.350 align:start position:0% about them every week but we talk about them<00:31:23.919> when<00:31:24.159> it<00:31:24.399> matters<00:31:24.720> or<00:31:24.960> when<00:31:25.120> it's 00:31:25.350 --> 00:31:25.360 align:start position:0% them when it matters or when it's 00:31:25.360 --> 00:31:28.310 align:start position:0% them when it matters or when it's important<00:31:26.159> or<00:31:26.480> when<00:31:26.640> it<00:31:26.799> tells<00:31:27.039> a<00:31:27.200> good<00:31:27.440> story 00:31:28.310 --> 00:31:28.320 align:start position:0% important or when it tells a good story 00:31:28.320 --> 00:31:30.630 align:start position:0% important or when it tells a good story Um<00:31:28.960> there<00:31:29.200> are<00:31:29.440> some<00:31:29.679> that<00:31:29.919> we<00:31:30.159> don't<00:31:30.320> measure 00:31:30.630 --> 00:31:30.640 align:start position:0% Um there are some that we don't measure 00:31:30.640 --> 00:31:32.549 align:start position:0% Um there are some that we don't measure and<00:31:30.880> look<00:31:30.960> at<00:31:31.120> every<00:31:31.440> week<00:31:31.760> We<00:31:32.000> only<00:31:32.240> look<00:31:32.480> at 00:31:32.549 --> 00:31:32.559 align:start position:0% and look at every week We only look at 00:31:32.559 --> 00:31:34.549 align:start position:0% and look at every week We only look at it<00:31:32.799> we<00:31:33.039> have<00:31:33.120> an<00:31:33.279> ability<00:31:33.600> to<00:31:33.840> measure<00:31:34.159> it<00:31:34.320> but 00:31:34.549 --> 00:31:34.559 align:start position:0% it we have an ability to measure it but 00:31:34.559 --> 00:31:36.389 align:start position:0% it we have an ability to measure it but only<00:31:34.880> look<00:31:35.039> at<00:31:35.120> it<00:31:35.360> when<00:31:35.520> we<00:31:35.679> need<00:31:35.840> to<00:31:36.000> do<00:31:36.159> an 00:31:36.389 --> 00:31:36.399 align:start position:0% only look at it when we need to do an 00:31:36.399 --> 00:31:39.110 align:start position:0% only look at it when we need to do an even<00:31:36.640> deeper<00:31:37.039> dive<00:31:37.760> into<00:31:38.159> why<00:31:38.480> something<00:31:38.880> is 00:31:39.110 --> 00:31:39.120 align:start position:0% even deeper dive into why something is 00:31:39.120 --> 00:31:41.430 align:start position:0% even deeper dive into why something is happening<00:31:39.440> or<00:31:39.679> not<00:31:40.000> happening<00:31:40.880> And<00:31:41.120> those 00:31:41.430 --> 00:31:41.440 align:start position:0% happening or not happening And those 00:31:41.440 --> 00:31:44.710 align:start position:0% happening or not happening And those could<00:31:41.760> be<00:31:42.000> your<00:31:42.640> impressions<00:31:43.440> and<00:31:43.840> clicks<00:31:44.399> and 00:31:44.710 --> 00:31:44.720 align:start position:0% could be your impressions and clicks and 00:31:44.720 --> 00:31:47.509 align:start position:0% could be your impressions and clicks and open<00:31:45.120> rates<00:31:45.600> and<00:31:46.559> um<00:31:46.880> you<00:31:47.039> know<00:31:47.120> we<00:31:47.360> don't 00:31:47.509 --> 00:31:47.519 align:start position:0% open rates and um you know we don't 00:31:47.519 --> 00:31:50.230 align:start position:0% open rates and um you know we don't necessarily<00:31:48.080> talk<00:31:48.320> about<00:31:48.640> them<00:31:49.039> with<00:31:49.440> broader 00:31:50.230 --> 00:31:50.240 align:start position:0% necessarily talk about them with broader 00:31:50.240 --> 00:31:54.389 align:start position:0% necessarily talk about them with broader with<00:31:50.559> CRO<00:31:51.039> and<00:31:51.279> CFO<00:31:52.559> um<00:31:52.799> groups<00:31:53.679> but<00:31:54.000> sometimes 00:31:54.389 --> 00:31:54.399 align:start position:0% with CRO and CFO um groups but sometimes 00:31:54.399 --> 00:31:56.789 align:start position:0% with CRO and CFO um groups but sometimes it<00:31:54.640> is<00:31:54.880> important<00:31:55.440> and<00:31:55.679> and<00:31:56.000> so<00:31:56.240> we<00:31:56.480> have<00:31:56.559> a<00:31:56.720> way 00:31:56.789 --> 00:31:56.799 align:start position:0% it is important and and so we have a way 00:31:56.799 --> 00:31:58.950 align:start position:0% it is important and and so we have a way to<00:31:56.960> measure<00:31:57.279> it<00:31:57.360> and<00:31:57.519> we<00:31:57.760> look<00:31:57.919> at<00:31:58.080> it<00:31:58.640> when 00:31:58.950 --> 00:31:58.960 align:start position:0% to measure it and we look at it when 00:31:58.960 --> 00:32:01.269 align:start position:0% to measure it and we look at it when it's<00:31:59.200> needed<00:31:59.600> Now<00:31:59.840> I'm<00:32:00.080> sure<00:32:00.640> my<00:32:00.960> digital 00:32:01.269 --> 00:32:01.279 align:start position:0% it's needed Now I'm sure my digital 00:32:01.279 --> 00:32:03.590 align:start position:0% it's needed Now I'm sure my digital marketing<00:32:01.679> manager<00:32:02.240> looks<00:32:02.480> at<00:32:03.039> clicks<00:32:03.360> and 00:32:03.590 --> 00:32:03.600 align:start position:0% marketing manager looks at clicks and 00:32:03.600 --> 00:32:06.389 align:start position:0% marketing manager looks at clicks and impressions<00:32:04.399> every<00:32:04.799> day<00:32:05.679> as<00:32:06.000> well<00:32:06.159> because 00:32:06.389 --> 00:32:06.399 align:start position:0% impressions every day as well because 00:32:06.399 --> 00:32:09.509 align:start position:0% impressions every day as well because that's<00:32:06.720> her<00:32:07.039> life<00:32:07.360> I<00:32:07.760> don't<00:32:08.640> necessarily<00:32:09.279> do 00:32:09.509 --> 00:32:09.519 align:start position:0% that's her life I don't necessarily do 00:32:09.519 --> 00:32:12.230 align:start position:0% that's her life I don't necessarily do that<00:32:09.760> but<00:32:10.080> we<00:32:10.320> have<00:32:10.399> a<00:32:10.640> way<00:32:10.799> to<00:32:11.279> to<00:32:11.679> get<00:32:11.840> it<00:32:12.000> if 00:32:12.230 --> 00:32:12.240 align:start position:0% that but we have a way to to get it if 00:32:12.240 --> 00:32:15.590 align:start position:0% that but we have a way to to get it if we<00:32:12.480> need<00:32:12.559> it<00:32:13.200> as<00:32:13.440> an<00:32:13.679> indicator 00:32:15.590 --> 00:32:15.600 align:start position:0% we need it as an indicator 00:32:15.600 --> 00:32:19.110 align:start position:0% we need it as an indicator Does<00:32:16.039> each<00:32:17.039> part<00:32:17.360> of<00:32:17.519> your<00:32:17.760> team<00:32:18.640> depending<00:32:18.960> on 00:32:19.110 --> 00:32:19.120 align:start position:0% Does each part of your team depending on 00:32:19.120 --> 00:32:20.710 align:start position:0% Does each part of your team depending on their<00:32:19.279> role<00:32:19.519> and<00:32:19.679> responsibility<00:32:20.399> have 00:32:20.710 --> 00:32:20.720 align:start position:0% their role and responsibility have 00:32:20.720 --> 00:32:22.310 align:start position:0% their role and responsibility have different<00:32:20.960> KPIs<00:32:21.519> that<00:32:21.679> they're<00:32:22.000> trying<00:32:22.159> to 00:32:22.310 --> 00:32:22.320 align:start position:0% different KPIs that they're trying to 00:32:22.320 --> 00:32:25.070 align:start position:0% different KPIs that they're trying to hit<00:32:22.640> knowing<00:32:22.880> that<00:32:23.039> it's<00:32:23.360> going<00:32:23.519> to<00:32:23.679> ladder<00:32:24.080> up 00:32:25.070 --> 00:32:25.080 align:start position:0% hit knowing that it's going to ladder up 00:32:25.080 --> 00:32:28.630 align:start position:0% hit knowing that it's going to ladder up to<00:32:26.080> the<00:32:26.640> broader<00:32:27.039> KPIs<00:32:27.519> and<00:32:27.760> goals<00:32:28.080> or<00:32:28.320> is<00:32:28.480> it 00:32:28.630 --> 00:32:28.640 align:start position:0% to the broader KPIs and goals or is it 00:32:28.640 --> 00:32:31.990 align:start position:0% to the broader KPIs and goals or is it just<00:32:28.799> everybody's<00:32:29.600> getting<00:32:29.840> after<00:32:30.240> revenue 00:32:31.990 --> 00:32:32.000 align:start position:0% just everybody's getting after revenue 00:32:32.000 --> 00:32:36.070 align:start position:0% just everybody's getting after revenue um<00:32:32.480> our<00:32:32.720> KPIs<00:32:33.440> are<00:32:33.880> joint<00:32:34.880> but<00:32:35.200> then<00:32:35.600> each 00:32:36.070 --> 00:32:36.080 align:start position:0% um our KPIs are joint but then each 00:32:36.080 --> 00:32:39.430 align:start position:0% um our KPIs are joint but then each functional<00:32:37.360> um<00:32:37.760> leader<00:32:38.480> creates<00:32:38.960> their<00:32:39.279> own 00:32:39.430 --> 00:32:39.440 align:start position:0% functional um leader creates their own 00:32:39.440 --> 00:32:41.909 align:start position:0% functional um leader creates their own objectives<00:32:40.399> that<00:32:40.720> they<00:32:41.039> can<00:32:41.360> directly 00:32:41.909 --> 00:32:41.919 align:start position:0% objectives that they can directly 00:32:41.919 --> 00:32:44.710 align:start position:0% objectives that they can directly control<00:32:42.640> that<00:32:42.960> contribute<00:32:43.440> to<00:32:43.679> those<00:32:44.480> um 00:32:44.710 --> 00:32:44.720 align:start position:0% control that contribute to those um 00:32:44.720 --> 00:32:47.509 align:start position:0% control that contribute to those um joint<00:32:45.159> KPIs<00:32:46.159> So<00:32:46.480> for<00:32:46.640> example<00:32:47.120> if<00:32:47.279> we're 00:32:47.509 --> 00:32:47.519 align:start position:0% joint KPIs So for example if we're 00:32:47.519 --> 00:32:49.669 align:start position:0% joint KPIs So for example if we're talking<00:32:47.760> about<00:32:48.000> digital<00:32:48.480> marketing<00:32:49.279> it<00:32:49.519> could 00:32:49.669 --> 00:32:49.679 align:start position:0% talking about digital marketing it could 00:32:49.679 --> 00:32:53.029 align:start position:0% talking about digital marketing it could be<00:32:50.000> something<00:32:50.399> about<00:32:51.480> specifically<00:32:52.480> pipeline 00:32:53.029 --> 00:32:53.039 align:start position:0% be something about specifically pipeline 00:32:53.039 --> 00:32:55.350 align:start position:0% be something about specifically pipeline that's<00:32:53.440> generated<00:32:54.000> from<00:32:54.480> digital<00:32:54.880> marketing 00:32:55.350 --> 00:32:55.360 align:start position:0% that's generated from digital marketing 00:32:55.360 --> 00:32:58.230 align:start position:0% that's generated from digital marketing efforts<00:32:56.080> If<00:32:56.320> we're<00:32:56.559> talking<00:32:56.720> about<00:32:57.039> events<00:32:58.000> it 00:32:58.230 --> 00:32:58.240 align:start position:0% efforts If we're talking about events it 00:32:58.240 --> 00:33:00.230 align:start position:0% efforts If we're talking about events it could<00:32:58.399> be<00:32:58.559> pipeline<00:32:59.120> generated<00:32:59.600> from<00:32:59.840> events 00:33:00.230 --> 00:33:00.240 align:start position:0% could be pipeline generated from events 00:33:00.240 --> 00:33:02.789 align:start position:0% could be pipeline generated from events but<00:33:00.480> then<00:33:00.640> also<00:33:00.960> the<00:33:01.519> what<00:33:02.159> contributes<00:33:02.640> to 00:33:02.789 --> 00:33:02.799 align:start position:0% but then also the what contributes to 00:33:02.799 --> 00:33:06.389 align:start position:0% but then also the what contributes to that<00:33:03.039> is<00:33:04.039> attendance<00:33:05.039> registration<00:33:05.760> rates 00:33:06.389 --> 00:33:06.399 align:start position:0% that is attendance registration rates 00:33:06.399 --> 00:33:10.549 align:start position:0% that is attendance registration rates things<00:33:06.640> like<00:33:06.799> that<00:33:07.679> So<00:33:08.480> um<00:33:08.720> you<00:33:09.039> do<00:33:09.600> end<00:33:09.840> up 00:33:10.549 --> 00:33:10.559 align:start position:0% things like that So um you do end up 00:33:10.559 --> 00:33:12.950 align:start position:0% things like that So um you do end up taking<00:33:10.880> this<00:33:11.120> joint<00:33:11.519> goal<00:33:12.159> and<00:33:12.399> then 00:33:12.950 --> 00:33:12.960 align:start position:0% taking this joint goal and then 00:33:12.960 --> 00:33:15.990 align:start position:0% taking this joint goal and then trickling<00:33:13.679> down<00:33:14.240> to<00:33:14.880> all<00:33:15.120> of<00:33:15.360> those<00:33:15.679> things 00:33:15.990 --> 00:33:16.000 align:start position:0% trickling down to all of those things 00:33:16.000 --> 00:33:19.669 align:start position:0% trickling down to all of those things that<00:33:16.320> make<00:33:16.559> that<00:33:16.799> goal<00:33:17.760> um<00:33:17.919> a<00:33:18.279> reality<00:33:19.279> that 00:33:19.669 --> 00:33:19.679 align:start position:0% that make that goal um a reality that 00:33:19.679 --> 00:33:21.430 align:start position:0% that make that goal um a reality that distributes<00:33:20.240> across<00:33:20.640> different<00:33:20.960> functional 00:33:21.430 --> 00:33:21.440 align:start position:0% distributes across different functional 00:33:21.440 --> 00:33:23.029 align:start position:0% distributes across different functional areas 00:33:23.029 --> 00:33:23.039 align:start position:0% areas 00:33:23.039 --> 00:33:24.470 align:start position:0% areas Let's<00:33:23.279> talk<00:33:23.440> about<00:33:23.600> attribution<00:33:24.159> for<00:33:24.320> a 00:33:24.470 --> 00:33:24.480 align:start position:0% Let's talk about attribution for a 00:33:24.480 --> 00:33:26.149 align:start position:0% Let's talk about attribution for a second<00:33:24.799> because<00:33:25.120> that<00:33:25.440> makes<00:33:25.600> that<00:33:25.840> very 00:33:26.149 --> 00:33:26.159 align:start position:0% second because that makes that very 00:33:26.159 --> 00:33:29.070 align:start position:0% second because that makes that very interesting<00:33:26.720> in<00:33:27.039> terms<00:33:27.559> of 00:33:29.070 --> 00:33:29.080 align:start position:0% interesting in terms of 00:33:29.080 --> 00:33:32.070 align:start position:0% interesting in terms of again<00:33:30.080> not<00:33:30.399> try<00:33:30.720> you<00:33:30.880> know<00:33:31.039> ownership<00:33:31.919> right 00:33:32.070 --> 00:33:32.080 align:start position:0% again not try you know ownership right 00:33:32.080 --> 00:33:34.389 align:start position:0% again not try you know ownership right so<00:33:32.320> if<00:33:32.559> you're<00:33:32.720> saying<00:33:33.440> digital<00:33:33.760> marketing<00:33:34.080> is 00:33:34.389 --> 00:33:34.399 align:start position:0% so if you're saying digital marketing is 00:33:34.399 --> 00:33:36.549 align:start position:0% so if you're saying digital marketing is responsible<00:33:34.960> for<00:33:35.760> you<00:33:35.919> know<00:33:36.159> a<00:33:36.399> certain 00:33:36.549 --> 00:33:36.559 align:start position:0% responsible for you know a certain 00:33:36.559 --> 00:33:37.830 align:start position:0% responsible for you know a certain amount<00:33:36.799> of<00:33:36.960> pipeline<00:33:37.279> that<00:33:37.519> they<00:33:37.679> have<00:33:37.760> to 00:33:37.830 --> 00:33:37.840 align:start position:0% amount of pipeline that they have to 00:33:37.840 --> 00:33:40.789 align:start position:0% amount of pipeline that they have to sort<00:33:38.000> of<00:33:38.080> back<00:33:38.320> into<00:33:39.279> does<00:33:39.440> it<00:33:39.679> matter<00:33:40.399> that 00:33:40.789 --> 00:33:40.799 align:start position:0% sort of back into does it matter that 00:33:40.799 --> 00:33:43.509 align:start position:0% sort of back into does it matter that somebody<00:33:41.399> else<00:33:42.399> how's<00:33:42.720> attribution<00:33:43.279> play 00:33:43.509 --> 00:33:43.519 align:start position:0% somebody else how's attribution play 00:33:43.519 --> 00:33:45.669 align:start position:0% somebody else how's attribution play into<00:33:43.919> the<00:33:44.159> multiple<00:33:44.559> touch<00:33:44.799> points<00:33:45.120> and<00:33:45.440> who 00:33:45.669 --> 00:33:45.679 align:start position:0% into the multiple touch points and who 00:33:45.679 --> 00:33:48.870 align:start position:0% into the multiple touch points and who gets<00:33:46.000> credit<00:33:46.240> for<00:33:46.480> what<00:33:46.880> so<00:33:47.039> to<00:33:47.279> speak 00:33:48.870 --> 00:33:48.880 align:start position:0% gets credit for what so to speak 00:33:48.880 --> 00:33:52.990 align:start position:0% gets credit for what so to speak h<00:33:49.600> yeah<00:33:50.000> we<00:33:50.399> we<00:33:50.880> attribution<00:33:51.519> is<00:33:51.840> tricky<00:33:52.080> key 00:33:52.990 --> 00:33:53.000 align:start position:0% h yeah we we attribution is tricky key 00:33:53.000 --> 00:33:55.230 align:start position:0% h yeah we we attribution is tricky key and 00:33:55.230 --> 00:33:55.240 align:start position:0% and 00:33:55.240 --> 00:33:59.110 align:start position:0% and we<00:33:56.240> do<00:33:56.559> have<00:33:56.880> attribution<00:33:57.679> We<00:33:57.919> look<00:33:58.080> at<00:33:58.240> it<00:33:58.960> um 00:33:59.110 --> 00:33:59.120 align:start position:0% we do have attribution We look at it um 00:33:59.120 --> 00:34:01.830 align:start position:0% we do have attribution We look at it um but<00:33:59.360> we<00:33:59.519> we<00:33:59.840> don't<00:34:00.000> look<00:34:00.159> at<00:34:00.320> just<00:34:00.480> the<00:34:00.640> one<00:34:01.360> um 00:34:01.830 --> 00:34:01.840 align:start position:0% but we we don't look at just the one um 00:34:01.840 --> 00:34:03.990 align:start position:0% but we we don't look at just the one um layer<00:34:01.919> of<00:34:02.080> it<00:34:02.320> because<00:34:02.640> we<00:34:02.880> have<00:34:03.440> first<00:34:03.679> touch 00:34:03.990 --> 00:34:04.000 align:start position:0% layer of it because we have first touch 00:34:04.000 --> 00:34:07.909 align:start position:0% layer of it because we have first touch and<00:34:04.240> last<00:34:04.480> touch<00:34:05.360> Um<00:34:06.000> and<00:34:06.480> that<00:34:06.880> just<00:34:07.120> helps<00:34:07.440> us 00:34:07.909 --> 00:34:07.919 align:start position:0% and last touch Um and that just helps us 00:34:07.919 --> 00:34:10.069 align:start position:0% and last touch Um and that just helps us we<00:34:08.159> actually<00:34:08.560> rarely<00:34:08.960> even<00:34:09.280> bring<00:34:09.440> it<00:34:09.679> outside 00:34:10.069 --> 00:34:10.079 align:start position:0% we actually rarely even bring it outside 00:34:10.079 --> 00:34:12.470 align:start position:0% we actually rarely even bring it outside of<00:34:10.320> marketing<00:34:11.520> um<00:34:11.679> it<00:34:11.919> just<00:34:12.079> helps<00:34:12.320> us 00:34:12.470 --> 00:34:12.480 align:start position:0% of marketing um it just helps us 00:34:12.480 --> 00:34:14.389 align:start position:0% of marketing um it just helps us determine<00:34:12.960> which<00:34:13.200> campaigns<00:34:13.839> help<00:34:14.159> get 00:34:14.389 --> 00:34:14.399 align:start position:0% determine which campaigns help get 00:34:14.399 --> 00:34:15.990 align:start position:0% determine which campaigns help get people<00:34:14.639> into<00:34:14.960> the<00:34:15.200> system<00:34:15.440> or<00:34:15.760> start 00:34:15.990 --> 00:34:16.000 align:start position:0% people into the system or start 00:34:16.000 --> 00:34:17.990 align:start position:0% people into the system or start educating<00:34:16.560> them<00:34:16.800> versus<00:34:17.280> push<00:34:17.520> them<00:34:17.760> through 00:34:17.990 --> 00:34:18.000 align:start position:0% educating them versus push them through 00:34:18.000 --> 00:34:22.310 align:start position:0% educating them versus push them through that<00:34:18.240> line<00:34:18.560> of<00:34:19.839> um<00:34:20.480> becoming<00:34:20.879> in<00:34:21.119> a<00:34:21.320> pipeline 00:34:22.310 --> 00:34:22.320 align:start position:0% that line of um becoming in a pipeline 00:34:22.320 --> 00:34:24.310 align:start position:0% that line of um becoming in a pipeline And<00:34:22.800> honestly<00:34:23.280> you<00:34:23.440> do<00:34:23.679> see<00:34:23.760> a<00:34:23.919> lot<00:34:24.000> of<00:34:24.079> these 00:34:24.310 --> 00:34:24.320 align:start position:0% And honestly you do see a lot of these 00:34:24.320 --> 00:34:26.710 align:start position:0% And honestly you do see a lot of these demo<00:34:24.639> requests<00:34:24.960> in<00:34:25.200> last<00:34:25.440> touch<00:34:26.079> because 00:34:26.710 --> 00:34:26.720 align:start position:0% demo requests in last touch because 00:34:26.720 --> 00:34:29.349 align:start position:0% demo requests in last touch because that's<00:34:27.119> what<00:34:27.359> it<00:34:27.520> takes<00:34:27.760> for<00:34:28.000> them<00:34:28.159> to<00:34:28.879> become 00:34:29.349 --> 00:34:29.359 align:start position:0% that's what it takes for them to become 00:34:29.359 --> 00:34:31.750 align:start position:0% that's what it takes for them to become interested<00:34:30.240> And<00:34:30.399> then<00:34:30.720> as<00:34:31.040> first<00:34:31.359> touch 00:34:31.750 --> 00:34:31.760 align:start position:0% interested And then as first touch 00:34:31.760 --> 00:34:35.149 align:start position:0% interested And then as first touch oftentimes<00:34:32.480> you<00:34:32.720> see<00:34:33.040> things<00:34:33.280> like<00:34:33.560> events<00:34:34.560> or 00:34:35.149 --> 00:34:35.159 align:start position:0% oftentimes you see things like events or 00:34:35.159 --> 00:34:38.389 align:start position:0% oftentimes you see things like events or webinars<00:34:36.159> or<00:34:37.040> content<00:34:37.520> downloads<00:34:38.159> things 00:34:38.389 --> 00:34:38.399 align:start position:0% webinars or content downloads things 00:34:38.399 --> 00:34:42.069 align:start position:0% webinars or content downloads things like<00:34:38.639> that<00:34:39.520> Um<00:34:40.000> so<00:34:40.240> you<00:34:40.480> can't<00:34:40.879> only<00:34:41.280> look<00:34:41.520> at 00:34:42.069 --> 00:34:42.079 align:start position:0% like that Um so you can't only look at 00:34:42.079 --> 00:34:45.430 align:start position:0% like that Um so you can't only look at last<00:34:42.399> touch<00:34:42.879> or<00:34:43.200> first<00:34:43.520> touch<00:34:44.480> and<00:34:44.800> say<00:34:45.200> this 00:34:45.430 --> 00:34:45.440 align:start position:0% last touch or first touch and say this 00:34:45.440 --> 00:34:47.909 align:start position:0% last touch or first touch and say this is<00:34:45.760> what<00:34:46.000> your<00:34:46.240> primary<00:34:46.960> thing<00:34:47.200> is<00:34:47.440> that<00:34:47.679> takes 00:34:47.909 --> 00:34:47.919 align:start position:0% is what your primary thing is that takes 00:34:47.919 --> 00:34:50.550 align:start position:0% is what your primary thing is that takes the<00:34:48.159> credit<00:34:48.960> Um<00:34:49.359> because<00:34:49.599> that<00:34:49.919> demo<00:34:50.240> request 00:34:50.550 --> 00:34:50.560 align:start position:0% the credit Um because that demo request 00:34:50.560 --> 00:34:52.550 align:start position:0% the credit Um because that demo request could<00:34:50.800> have<00:34:50.960> not<00:34:51.200> happened<00:34:51.599> if<00:34:51.919> six<00:34:52.159> months 00:34:52.550 --> 00:34:52.560 align:start position:0% could have not happened if six months 00:34:52.560 --> 00:34:55.430 align:start position:0% could have not happened if six months before<00:34:52.879> that<00:34:53.320> they<00:34:54.320> didn't<00:34:54.639> come<00:34:54.800> to<00:34:54.960> an<00:34:55.200> event 00:34:55.430 --> 00:34:55.440 align:start position:0% before that they didn't come to an event 00:34:55.440 --> 00:34:58.790 align:start position:0% before that they didn't come to an event and<00:34:55.839> talk<00:34:56.000> to<00:34:56.240> your<00:34:56.960> um<00:34:57.200> team<00:34:57.359> at<00:34:57.599> the<00:34:57.760> booth<00:34:58.480> Um 00:34:58.790 --> 00:34:58.800 align:start position:0% and talk to your um team at the booth Um 00:34:58.800 --> 00:35:02.630 align:start position:0% and talk to your um team at the booth Um so<00:34:58.960> we<00:34:59.200> do<00:34:59.359> look<00:34:59.520> at<00:34:59.760> all<00:34:59.920> of<00:35:00.079> these<00:35:01.440> um<00:35:02.000> and 00:35:02.630 --> 00:35:02.640 align:start position:0% so we do look at all of these um and 00:35:02.640 --> 00:35:04.790 align:start position:0% so we do look at all of these um and then<00:35:02.880> we<00:35:03.200> also<00:35:03.440> look<00:35:03.680> at<00:35:03.839> what<00:35:04.079> happened<00:35:04.480> even 00:35:04.790 --> 00:35:04.800 align:start position:0% then we also look at what happened even 00:35:04.800 --> 00:35:07.109 align:start position:0% then we also look at what happened even after<00:35:05.200> the<00:35:05.440> opportunity<00:35:06.000> was<00:35:06.320> created<00:35:06.800> So<00:35:06.960> we 00:35:07.109 --> 00:35:07.119 align:start position:0% after the opportunity was created So we 00:35:07.119 --> 00:35:10.550 align:start position:0% after the opportunity was created So we call<00:35:07.280> it<00:35:07.960> influence<00:35:08.960> Um<00:35:09.440> and<00:35:09.680> that<00:35:09.920> is<00:35:10.079> a<00:35:10.320> whole 00:35:10.550 --> 00:35:10.560 align:start position:0% call it influence Um and that is a whole 00:35:10.560 --> 00:35:13.670 align:start position:0% call it influence Um and that is a whole other<00:35:11.200> metric<00:35:12.240> um<00:35:12.880> a<00:35:13.119> whole<00:35:13.280> other 00:35:13.670 --> 00:35:13.680 align:start position:0% other metric um a whole other 00:35:13.680 --> 00:35:16.230 align:start position:0% other metric um a whole other attribution<00:35:14.400> metric<00:35:14.960> that<00:35:15.280> again<00:35:15.680> shows<00:35:16.000> the 00:35:16.230 --> 00:35:16.240 align:start position:0% attribution metric that again shows the 00:35:16.240 --> 00:35:18.790 align:start position:0% attribution metric that again shows the effectiveness<00:35:16.880> of<00:35:17.200> your<00:35:18.000> campaigns<00:35:18.560> and 00:35:18.790 --> 00:35:18.800 align:start position:0% effectiveness of your campaigns and 00:35:18.800 --> 00:35:20.829 align:start position:0% effectiveness of your campaigns and efforts 00:35:20.829 --> 00:35:20.839 align:start position:0% efforts 00:35:20.839 --> 00:35:23.750 align:start position:0% efforts um<00:35:21.839> so<00:35:22.079> that<00:35:22.400> you<00:35:22.640> don't<00:35:22.960> you<00:35:23.119> know<00:35:23.280> dismiss 00:35:23.750 --> 00:35:23.760 align:start position:0% um so that you don't you know dismiss 00:35:23.760 --> 00:35:25.030 align:start position:0% um so that you don't you know dismiss some<00:35:23.920> of<00:35:24.000> the<00:35:24.160> things<00:35:24.320> that<00:35:24.560> are<00:35:24.800> very 00:35:25.030 --> 00:35:25.040 align:start position:0% some of the things that are very 00:35:25.040 --> 00:35:27.430 align:start position:0% some of the things that are very important<00:35:25.440> in<00:35:25.760> making<00:35:26.000> the<00:35:26.240> deal<00:35:26.800> close<00:35:27.119> but 00:35:27.430 --> 00:35:27.440 align:start position:0% important in making the deal close but 00:35:27.440 --> 00:35:29.510 align:start position:0% important in making the deal close but doesn't<00:35:27.760> show<00:35:27.920> up<00:35:28.160> necessarily<00:35:28.800> as<00:35:29.040> that<00:35:29.200> last 00:35:29.510 --> 00:35:29.520 align:start position:0% doesn't show up necessarily as that last 00:35:29.520 --> 00:35:32.390 align:start position:0% doesn't show up necessarily as that last touch<00:35:29.920> as<00:35:30.079> such<00:35:30.320> is<00:35:30.560> very<00:35:30.960> common<00:35:31.359> but<00:35:32.000> I<00:35:32.240> think 00:35:32.390 --> 00:35:32.400 align:start position:0% touch as such is very common but I think 00:35:32.400 --> 00:35:34.710 align:start position:0% touch as such is very common but I think it's<00:35:32.640> a<00:35:32.880> mistake<00:35:33.200> to<00:35:33.440> only<00:35:33.760> look<00:35:34.000> at<00:35:34.160> that<00:35:34.480> one 00:35:34.710 --> 00:35:34.720 align:start position:0% it's a mistake to only look at that one 00:35:34.720 --> 00:35:37.589 align:start position:0% it's a mistake to only look at that one thing<00:35:35.599> Um<00:35:36.000> because<00:35:36.320> you<00:35:36.560> can<00:35:36.880> cut<00:35:37.200> back 00:35:37.589 --> 00:35:37.599 align:start position:0% thing Um because you can cut back 00:35:37.599 --> 00:35:38.790 align:start position:0% thing Um because you can cut back especially<00:35:37.839> if<00:35:38.079> you<00:35:38.160> use<00:35:38.320> that<00:35:38.480> to<00:35:38.640> make 00:35:38.790 --> 00:35:38.800 align:start position:0% especially if you use that to make 00:35:38.800 --> 00:35:41.750 align:start position:0% especially if you use that to make decisions<00:35:39.280> you<00:35:39.520> can<00:35:39.599> cut<00:35:39.839> back<00:35:40.079> on<00:35:40.760> activities 00:35:41.750 --> 00:35:41.760 align:start position:0% decisions you can cut back on activities 00:35:41.760 --> 00:35:44.550 align:start position:0% decisions you can cut back on activities that<00:35:42.640> um<00:35:43.040> that<00:35:43.359> really<00:35:43.680> directly<00:35:44.160> contribute 00:35:44.550 --> 00:35:44.560 align:start position:0% that um that really directly contribute 00:35:44.560 --> 00:35:46.230 align:start position:0% that um that really directly contribute to<00:35:44.720> your<00:35:44.960> opportunity<00:35:45.440> creation<00:35:45.760> if<00:35:46.000> you're 00:35:46.230 --> 00:35:46.240 align:start position:0% to your opportunity creation if you're 00:35:46.240 --> 00:35:51.349 align:start position:0% to your opportunity creation if you're only<00:35:46.480> looking<00:35:46.720> at<00:35:47.119> one<00:35:48.320> um<00:35:48.960> layer<00:35:49.119> of<00:35:49.280> it 00:35:51.349 --> 00:35:51.359 align:start position:0% only looking at one um layer of it 00:35:51.359 --> 00:35:53.510 align:start position:0% only looking at one um layer of it It<00:35:51.680> really<00:35:52.000> is<00:35:52.400> because<00:35:52.640> there's<00:35:53.040> to<00:35:53.280> your 00:35:53.510 --> 00:35:53.520 align:start position:0% It really is because there's to your 00:35:53.520 --> 00:35:55.829 align:start position:0% It really is because there's to your point<00:35:53.839> earlier<00:35:54.240> about<00:35:54.720> having<00:35:55.040> so<00:35:55.359> many<00:35:55.520> touch 00:35:55.829 --> 00:35:55.839 align:start position:0% point earlier about having so many touch 00:35:55.839 --> 00:35:59.270 align:start position:0% point earlier about having so many touch points<00:35:56.160> to<00:35:56.480> get<00:35:57.119> somebody<00:35:57.520> even<00:35:57.839> to<00:35:58.160> a<00:35:58.480> lead<00:35:58.880> or 00:35:59.270 --> 00:35:59.280 align:start position:0% points to get somebody even to a lead or 00:35:59.280 --> 00:36:01.630 align:start position:0% points to get somebody even to a lead or to<00:35:59.520> a<00:35:59.880> meeting 00:36:01.630 --> 00:36:01.640 align:start position:0% to a meeting 00:36:01.640 --> 00:36:05.430 align:start position:0% to a meeting that<00:36:02.640> it<00:36:02.960> would<00:36:03.240> be<00:36:04.240> I<00:36:04.400> I<00:36:04.720> think<00:36:04.800> that's<00:36:05.040> why<00:36:05.200> we 00:36:05.430 --> 00:36:05.440 align:start position:0% that it would be I I think that's why we 00:36:05.440 --> 00:36:06.870 align:start position:0% that it would be I I think that's why we sort<00:36:05.599> of<00:36:05.680> ended<00:36:05.839> up<00:36:05.920> in<00:36:06.160> this<00:36:06.320> world<00:36:06.480> where<00:36:06.640> we 00:36:06.870 --> 00:36:06.880 align:start position:0% sort of ended up in this world where we 00:36:06.880 --> 00:36:09.910 align:start position:0% sort of ended up in this world where we abandoned<00:36:07.520> the<00:36:07.760> the<00:36:08.160> brand<00:36:08.560> ship<00:36:09.119> so<00:36:09.280> to<00:36:09.440> speak 00:36:09.910 --> 00:36:09.920 align:start position:0% abandoned the the brand ship so to speak 00:36:09.920 --> 00:36:12.550 align:start position:0% abandoned the the brand ship so to speak because<00:36:10.880> we<00:36:11.200> weren't<00:36:11.920> thinking<00:36:12.160> about<00:36:12.400> the 00:36:12.550 --> 00:36:12.560 align:start position:0% because we weren't thinking about the 00:36:12.560 --> 00:36:13.990 align:start position:0% because we weren't thinking about the bigger<00:36:12.800> picture<00:36:13.040> and<00:36:13.200> it<00:36:13.359> was<00:36:13.520> became<00:36:13.760> all 00:36:13.990 --> 00:36:14.000 align:start position:0% bigger picture and it was became all 00:36:14.000 --> 00:36:16.150 align:start position:0% bigger picture and it was became all performance-based<00:36:14.800> and<00:36:15.119> now<00:36:15.440> our<00:36:15.680> pipeline 00:36:16.150 --> 00:36:16.160 align:start position:0% performance-based and now our pipeline 00:36:16.160 --> 00:36:17.750 align:start position:0% performance-based and now our pipeline dries<00:36:16.400> up<00:36:16.560> and<00:36:16.720> we<00:36:16.960> wonder<00:36:17.200> why<00:36:17.440> and<00:36:17.599> it's 00:36:17.750 --> 00:36:17.760 align:start position:0% dries up and we wonder why and it's 00:36:17.760 --> 00:36:19.030 align:start position:0% dries up and we wonder why and it's because<00:36:17.920> we<00:36:18.079> haven't<00:36:18.320> been<00:36:18.480> doing<00:36:18.560> the<00:36:18.720> top<00:36:18.960> of 00:36:19.030 --> 00:36:19.040 align:start position:0% because we haven't been doing the top of 00:36:19.040 --> 00:36:21.349 align:start position:0% because we haven't been doing the top of the<00:36:19.119> funnel<00:36:19.920> and<00:36:20.160> looking<00:36:20.320> at<00:36:20.560> that<00:36:20.960> initial 00:36:21.349 --> 00:36:21.359 align:start position:0% the funnel and looking at that initial 00:36:21.359 --> 00:36:23.829 align:start position:0% the funnel and looking at that initial touch<00:36:21.680> point<00:36:21.920> to<00:36:22.160> begin<00:36:22.320> with<00:36:23.119> in<00:36:23.440> terms<00:36:23.599> of 00:36:23.829 --> 00:36:23.839 align:start position:0% touch point to begin with in terms of 00:36:23.839 --> 00:36:27.030 align:start position:0% touch point to begin with in terms of brand<00:36:24.240> and<00:36:24.400> you<00:36:24.560> sort<00:36:24.720> of<00:36:24.800> mentioned<00:36:25.119> this<00:36:25.839> um 00:36:27.030 --> 00:36:27.040 align:start position:0% brand and you sort of mentioned this um 00:36:27.040 --> 00:36:29.349 align:start position:0% brand and you sort of mentioned this um uh<00:36:28.000> I<00:36:28.240> can't<00:36:28.400> remember<00:36:28.560> if<00:36:28.720> it<00:36:28.880> was<00:36:28.960> before<00:36:29.200> or 00:36:29.349 --> 00:36:29.359 align:start position:0% uh I can't remember if it was before or 00:36:29.359 --> 00:36:33.390 align:start position:0% uh I can't remember if it was before or after<00:36:30.079> uh<00:36:30.240> we<00:36:30.480> started<00:36:30.960> going<00:36:31.280> live 00:36:33.390 --> 00:36:33.400 align:start position:0% after uh we started going live 00:36:33.400 --> 00:36:35.990 align:start position:0% after uh we started going live but<00:36:34.400> in<00:36:34.720> terms<00:36:34.880> of<00:36:35.040> brand<00:36:35.359> and<00:36:35.599> how<00:36:35.760> you're 00:36:35.990 --> 00:36:36.000 align:start position:0% but in terms of brand and how you're 00:36:36.000 --> 00:36:37.950 align:start position:0% but in terms of brand and how you're measuring<00:36:36.560> brand 00:36:37.950 --> 00:36:37.960 align:start position:0% measuring brand 00:36:37.960 --> 00:36:40.470 align:start position:0% measuring brand impact<00:36:39.040> There<00:36:39.280> is<00:36:39.440> a<00:36:39.680> shift<00:36:39.920> happening<00:36:40.320> right 00:36:40.470 --> 00:36:40.480 align:start position:0% impact There is a shift happening right 00:36:40.480 --> 00:36:43.829 align:start position:0% impact There is a shift happening right now<00:36:40.640> where<00:36:40.960> people<00:36:41.200> are<00:36:41.720> going<00:36:42.720> "Oh<00:36:43.040> right<00:36:43.680> We 00:36:43.829 --> 00:36:43.839 align:start position:0% now where people are going "Oh right We 00:36:43.839 --> 00:36:45.589 align:start position:0% now where people are going "Oh right We need<00:36:43.920> to<00:36:44.000> be<00:36:44.160> doing<00:36:44.400> brand<00:36:44.880> and<00:36:45.119> we<00:36:45.280> need<00:36:45.359> to<00:36:45.440> be 00:36:45.589 --> 00:36:45.599 align:start position:0% need to be doing brand and we need to be 00:36:45.599 --> 00:36:47.190 align:start position:0% need to be doing brand and we need to be always<00:36:45.839> on<00:36:46.320> and<00:36:46.560> we<00:36:46.720> need<00:36:46.800> to<00:36:46.960> have<00:36:47.040> a 00:36:47.190 --> 00:36:47.200 align:start position:0% always on and we need to have a 00:36:47.200 --> 00:36:48.950 align:start position:0% always on and we need to have a consistent<00:36:47.680> presence<00:36:48.160> and<00:36:48.400> we<00:36:48.640> should<00:36:48.800> really 00:36:48.950 --> 00:36:48.960 align:start position:0% consistent presence and we should really 00:36:48.960 --> 00:36:50.790 align:start position:0% consistent presence and we should really get<00:36:49.040> on<00:36:49.280> that."<00:36:49.920> But<00:36:50.079> there's<00:36:50.400> still<00:36:50.560> the 00:36:50.790 --> 00:36:50.800 align:start position:0% get on that." But there's still the 00:36:50.800 --> 00:36:52.870 align:start position:0% get on that." But there's still the question<00:36:51.040> that<00:36:51.359> comes<00:36:51.599> back<00:36:51.839> of<00:36:52.400> but<00:36:52.640> how<00:36:52.800> do 00:36:52.870 --> 00:36:52.880 align:start position:0% question that comes back of but how do 00:36:52.880 --> 00:36:55.270 align:start position:0% question that comes back of but how do we<00:36:53.040> know<00:36:53.200> it's<00:36:53.440> working<00:36:53.920> And<00:36:54.079> I<00:36:54.640> and<00:36:54.880> I<00:36:55.119> think 00:36:55.270 --> 00:36:55.280 align:start position:0% we know it's working And I and I think 00:36:55.280 --> 00:36:57.030 align:start position:0% we know it's working And I and I think people<00:36:55.599> are<00:36:55.760> still<00:36:56.000> really<00:36:56.320> weary<00:36:56.640> to<00:36:56.800> sort<00:36:56.960> of 00:36:57.030 --> 00:36:57.040 align:start position:0% people are still really weary to sort of 00:36:57.040 --> 00:37:00.390 align:start position:0% people are still really weary to sort of jump<00:36:57.280> on<00:36:57.440> the<00:36:57.599> brand<00:36:58.520> bandwagon<00:36:59.520> so<00:36:59.760> to<00:36:59.920> speak 00:37:00.390 --> 00:37:00.400 align:start position:0% jump on the brand bandwagon so to speak 00:37:00.400 --> 00:37:02.470 align:start position:0% jump on the brand bandwagon so to speak because<00:37:00.640> they<00:37:01.280> are<00:37:01.520> afraid<00:37:01.760> to<00:37:02.000> put<00:37:02.160> money 00:37:02.470 --> 00:37:02.480 align:start position:0% because they are afraid to put money 00:37:02.480 --> 00:37:04.510 align:start position:0% because they are afraid to put money behind<00:37:02.720> it<00:37:02.960> because<00:37:03.200> they<00:37:03.520> still<00:37:03.839> can't<00:37:04.160> quite 00:37:04.510 --> 00:37:04.520 align:start position:0% behind it because they still can't quite 00:37:04.520 --> 00:37:07.109 align:start position:0% behind it because they still can't quite understand<00:37:05.520> if<00:37:05.760> it<00:37:05.920> is<00:37:06.000> or<00:37:06.240> isn't<00:37:06.480> working<00:37:06.800> So 00:37:07.109 --> 00:37:07.119 align:start position:0% understand if it is or isn't working So 00:37:07.119 --> 00:37:10.390 align:start position:0% understand if it is or isn't working So how<00:37:07.280> are<00:37:07.599> you<00:37:07.920> thinking<00:37:08.680> about<00:37:09.680> are<00:37:09.920> you<00:37:10.160> are 00:37:10.390 --> 00:37:10.400 align:start position:0% how are you thinking about are you are 00:37:10.400 --> 00:37:12.710 align:start position:0% how are you thinking about are you are you<00:37:10.560> doing<00:37:10.720> brand<00:37:11.440> and<00:37:11.680> if<00:37:11.920> so<00:37:12.240> how<00:37:12.400> are<00:37:12.560> you 00:37:12.710 --> 00:37:12.720 align:start position:0% you doing brand and if so how are you 00:37:12.720 --> 00:37:15.430 align:start position:0% you doing brand and if so how are you measuring<00:37:13.040> its<00:37:13.359> impact 00:37:15.430 --> 00:37:15.440 align:start position:0% measuring its impact 00:37:15.440 --> 00:37:18.790 align:start position:0% measuring its impact Yeah<00:37:15.920> So<00:37:16.640> I<00:37:16.960> think<00:37:17.200> brand<00:37:17.680> and<00:37:18.000> demand<00:37:18.400> genen 00:37:18.790 --> 00:37:18.800 align:start position:0% Yeah So I think brand and demand genen 00:37:18.800 --> 00:37:22.150 align:start position:0% Yeah So I think brand and demand genen are<00:37:19.119> inseparable<00:37:20.000> in<00:37:20.320> a<00:37:20.480> way<00:37:21.200> and<00:37:21.599> you<00:37:21.920> can 00:37:22.150 --> 00:37:22.160 align:start position:0% are inseparable in a way and you can 00:37:22.160 --> 00:37:25.750 align:start position:0% are inseparable in a way and you can make<00:37:22.800> a<00:37:23.119> case<00:37:23.680> to<00:37:24.000> say<00:37:24.960> when<00:37:25.200> you<00:37:25.440> think<00:37:25.520> of 00:37:25.750 --> 00:37:25.760 align:start position:0% make a case to say when you think of 00:37:25.760 --> 00:37:28.310 align:start position:0% make a case to say when you think of demand<00:37:26.160> genen<00:37:26.480> there<00:37:26.560> is<00:37:26.800> demand<00:37:27.359> generation 00:37:28.310 --> 00:37:28.320 align:start position:0% demand genen there is demand generation 00:37:28.320 --> 00:37:30.710 align:start position:0% demand genen there is demand generation and<00:37:28.560> then<00:37:28.720> there's<00:37:29.040> demand<00:37:29.440> capture<00:37:30.160> where 00:37:30.710 --> 00:37:30.720 align:start position:0% and then there's demand capture where 00:37:30.720 --> 00:37:32.230 align:start position:0% and then there's demand capture where you<00:37:30.800> know<00:37:30.960> demand<00:37:31.359> generation<00:37:31.760> is<00:37:32.000> you're 00:37:32.230 --> 00:37:32.240 align:start position:0% you know demand generation is you're 00:37:32.240 --> 00:37:34.230 align:start position:0% you know demand generation is you're trying<00:37:32.400> to<00:37:32.560> get<00:37:32.800> people<00:37:33.119> to<00:37:33.599> learn<00:37:33.920> about<00:37:34.079> you 00:37:34.230 --> 00:37:34.240 align:start position:0% trying to get people to learn about you 00:37:34.240 --> 00:37:36.950 align:start position:0% trying to get people to learn about you and<00:37:34.480> come<00:37:34.640> to<00:37:34.800> you<00:37:35.760> And<00:37:35.920> then<00:37:36.160> demand<00:37:36.560> capture 00:37:36.950 --> 00:37:36.960 align:start position:0% and come to you And then demand capture 00:37:36.960 --> 00:37:38.710 align:start position:0% and come to you And then demand capture is<00:37:37.200> you're<00:37:37.440> trying<00:37:37.599> to<00:37:37.760> find<00:37:38.000> people<00:37:38.320> that<00:37:38.560> are 00:37:38.710 --> 00:37:38.720 align:start position:0% is you're trying to find people that are 00:37:38.720 --> 00:37:40.870 align:start position:0% is you're trying to find people that are looking<00:37:38.960> for<00:37:39.280> something<00:37:39.520> you<00:37:39.839> can<00:37:40.079> offer<00:37:40.640> and 00:37:40.870 --> 00:37:40.880 align:start position:0% looking for something you can offer and 00:37:40.880 --> 00:37:43.349 align:start position:0% looking for something you can offer and then<00:37:41.119> kind<00:37:41.359> of<00:37:41.760> grab<00:37:42.079> them<00:37:42.400> capture<00:37:42.800> them<00:37:43.119> and 00:37:43.349 --> 00:37:43.359 align:start position:0% then kind of grab them capture them and 00:37:43.359 --> 00:37:45.990 align:start position:0% then kind of grab them capture them and and<00:37:44.160> uh<00:37:44.480> and<00:37:44.720> send<00:37:44.880> them<00:37:45.119> your<00:37:45.359> way<00:37:45.520> or<00:37:45.760> your 00:37:45.990 --> 00:37:46.000 align:start position:0% and uh and send them your way or your 00:37:46.000 --> 00:37:48.190 align:start position:0% and uh and send them your way or your sales<00:37:46.240> team's<00:37:46.560> way<00:37:47.119> So<00:37:47.359> that<00:37:47.680> demand 00:37:48.190 --> 00:37:48.200 align:start position:0% sales team's way So that demand 00:37:48.200 --> 00:37:51.349 align:start position:0% sales team's way So that demand generation<00:37:49.200> component<00:37:49.680> of<00:37:49.839> it<00:37:50.480> is<00:37:50.800> actually 00:37:51.349 --> 00:37:51.359 align:start position:0% generation component of it is actually 00:37:51.359 --> 00:37:54.630 align:start position:0% generation component of it is actually brand<00:37:52.320> is<00:37:52.640> making<00:37:53.040> sure<00:37:53.599> that<00:37:54.000> people<00:37:54.400> know 00:37:54.630 --> 00:37:54.640 align:start position:0% brand is making sure that people know 00:37:54.640 --> 00:37:57.109 align:start position:0% brand is making sure that people know about<00:37:55.040> your<00:37:55.359> company<00:37:56.160> that<00:37:56.400> they<00:37:56.640> know<00:37:56.880> what 00:37:57.109 --> 00:37:57.119 align:start position:0% about your company that they know what 00:37:57.119 --> 00:38:00.390 align:start position:0% about your company that they know what you<00:37:57.359> do<00:37:58.400> um<00:37:58.720> that<00:37:58.960> they<00:37:59.280> know<00:37:59.680> how<00:37:59.920> it<00:38:00.160> can 00:38:00.390 --> 00:38:00.400 align:start position:0% you do um that they know how it can 00:38:00.400 --> 00:38:02.790 align:start position:0% you do um that they know how it can potentially<00:38:00.960> help<00:38:01.280> their<00:38:01.599> pain<00:38:01.839> points<00:38:02.560> There 00:38:02.790 --> 00:38:02.800 align:start position:0% potentially help their pain points There 00:38:02.800 --> 00:38:06.230 align:start position:0% potentially help their pain points There is<00:38:02.960> a<00:38:03.200> lot<00:38:03.280> of<00:38:04.240> um<00:38:04.880> research<00:38:05.359> that<00:38:05.680> goes<00:38:05.920> into 00:38:06.230 --> 00:38:06.240 align:start position:0% is a lot of um research that goes into 00:38:06.240 --> 00:38:08.550 align:start position:0% is a lot of um research that goes into that<00:38:06.560> piece<00:38:06.960> whether<00:38:07.280> you<00:38:07.440> call<00:38:07.599> it<00:38:07.839> brand<00:38:08.240> or 00:38:08.550 --> 00:38:08.560 align:start position:0% that piece whether you call it brand or 00:38:08.560 --> 00:38:11.510 align:start position:0% that piece whether you call it brand or you<00:38:08.720> call<00:38:08.880> it<00:38:09.359> you<00:38:09.520> know<00:38:09.680> demand<00:38:10.079> generation 00:38:11.510 --> 00:38:11.520 align:start position:0% you call it you know demand generation 00:38:11.520 --> 00:38:13.829 align:start position:0% you call it you know demand generation um<00:38:11.920> and<00:38:12.160> there<00:38:12.400> are<00:38:12.800> some<00:38:13.280> differences 00:38:13.829 --> 00:38:13.839 align:start position:0% um and there are some differences 00:38:13.839 --> 00:38:17.190 align:start position:0% um and there are some differences obviously<00:38:14.320> but<00:38:14.560> it<00:38:14.640> it<00:38:15.040> is<00:38:15.200> so<00:38:15.680> close<00:38:16.480> um<00:38:16.800> tied 00:38:17.190 --> 00:38:17.200 align:start position:0% obviously but it it is so close um tied 00:38:17.200 --> 00:38:21.030 align:start position:0% obviously but it it is so close um tied together<00:38:18.400> um<00:38:18.640> it<00:38:18.880> is<00:38:19.040> hard<00:38:19.280> to<00:38:19.440> measure<00:38:20.480> um<00:38:20.800> to 00:38:21.030 --> 00:38:21.040 align:start position:0% together um it is hard to measure um to 00:38:21.040 --> 00:38:23.230 align:start position:0% together um it is hard to measure um to be<00:38:21.240> honest 00:38:23.230 --> 00:38:23.240 align:start position:0% be honest 00:38:23.240 --> 00:38:27.109 align:start position:0% be honest uh<00:38:24.240> which<00:38:24.560> is<00:38:24.720> where<00:38:25.040> you<00:38:25.359> take<00:38:25.680> those<00:38:26.640> you<00:38:26.880> you 00:38:27.109 --> 00:38:27.119 align:start position:0% uh which is where you take those you you 00:38:27.119 --> 00:38:29.270 align:start position:0% uh which is where you take those you you come<00:38:27.280> up<00:38:27.440> with<00:38:27.680> goals<00:38:28.160> and<00:38:28.400> I<00:38:28.720> think<00:38:28.880> that's 00:38:29.270 --> 00:38:29.280 align:start position:0% come up with goals and I think that's 00:38:29.280 --> 00:38:30.950 align:start position:0% come up with goals and I think that's where<00:38:29.599> actually<00:38:30.079> qualitative<00:38:30.720> and 00:38:30.950 --> 00:38:30.960 align:start position:0% where actually qualitative and 00:38:30.960 --> 00:38:33.750 align:start position:0% where actually qualitative and quantitative<00:38:31.440> ative<00:38:32.480> um<00:38:32.720> can<00:38:33.040> play<00:38:33.200> a<00:38:33.440> role 00:38:33.750 --> 00:38:33.760 align:start position:0% quantitative ative um can play a role 00:38:33.760 --> 00:38:37.589 align:start position:0% quantitative ative um can play a role separately<00:38:34.400> because<00:38:35.359> sometimes<00:38:35.920> you<00:38:36.160> do<00:38:36.599> have 00:38:37.589 --> 00:38:37.599 align:start position:0% separately because sometimes you do have 00:38:37.599 --> 00:38:40.790 align:start position:0% separately because sometimes you do have to<00:38:37.920> get<00:38:38.240> some<00:38:38.560> anecdotal<00:38:39.200> data<00:38:39.440> to<00:38:39.760> rely<00:38:40.079> on 00:38:40.790 --> 00:38:40.800 align:start position:0% to get some anecdotal data to rely on 00:38:40.800 --> 00:38:44.630 align:start position:0% to get some anecdotal data to rely on Like<00:38:41.119> a<00:38:41.359> simple<00:38:41.680> example<00:38:42.079> of<00:38:42.320> that<00:38:42.839> is<00:38:43.839> putting 00:38:44.630 --> 00:38:44.640 align:start position:0% Like a simple example of that is putting 00:38:44.640 --> 00:38:47.190 align:start position:0% Like a simple example of that is putting a<00:38:45.280> field<00:38:45.680> on<00:38:45.839> your<00:38:46.000> form<00:38:46.320> that<00:38:46.560> says<00:38:46.880> how<00:38:47.040> did 00:38:47.190 --> 00:38:47.200 align:start position:0% a field on your form that says how did 00:38:47.200 --> 00:38:49.829 align:start position:0% a field on your form that says how did you<00:38:47.359> hear<00:38:47.599> about<00:38:47.760> us<00:38:48.400> very<00:38:48.800> old<00:38:49.119> school<00:38:49.520> but 00:38:49.829 --> 00:38:49.839 align:start position:0% you hear about us very old school but 00:38:49.839 --> 00:38:51.750 align:start position:0% you hear about us very old school but you<00:38:50.000> hear<00:38:50.240> a<00:38:50.480> lot<00:38:50.560> of<00:38:50.720> marketers<00:38:51.200> are<00:38:51.440> bringing 00:38:51.750 --> 00:38:51.760 align:start position:0% you hear a lot of marketers are bringing 00:38:51.760 --> 00:38:53.910 align:start position:0% you hear a lot of marketers are bringing it<00:38:51.920> back<00:38:52.640> because<00:38:52.960> as<00:38:53.200> much<00:38:53.359> as<00:38:53.520> you're<00:38:53.760> trying 00:38:53.910 --> 00:38:53.920 align:start position:0% it back because as much as you're trying 00:38:53.920 --> 00:38:56.069 align:start position:0% it back because as much as you're trying to<00:38:54.160> track<00:38:54.480> where<00:38:54.720> they<00:38:55.040> really<00:38:55.359> heard<00:38:55.680> about 00:38:56.069 --> 00:38:56.079 align:start position:0% to track where they really heard about 00:38:56.079 --> 00:38:59.990 align:start position:0% to track where they really heard about you<00:38:56.480> and<00:38:57.200> track<00:38:57.520> their<00:38:57.839> cookies<00:38:58.640> and<00:38:59.599> get<00:38:59.839> the 00:38:59.990 --> 00:39:00.000 align:start position:0% you and track their cookies and get the 00:39:00.000 --> 00:39:02.310 align:start position:0% you and track their cookies and get the UTM<00:39:00.720> set<00:39:00.880> up<00:39:01.200> correctly<00:39:01.680> there<00:39:01.839> are<00:39:02.000> still 00:39:02.310 --> 00:39:02.320 align:start position:0% UTM set up correctly there are still 00:39:02.320 --> 00:39:04.390 align:start position:0% UTM set up correctly there are still people<00:39:02.560> that<00:39:02.720> are<00:39:02.880> browsing<00:39:03.400> privately 00:39:04.390 --> 00:39:04.400 align:start position:0% people that are browsing privately 00:39:04.400 --> 00:39:06.950 align:start position:0% people that are browsing privately especially<00:39:04.800> in<00:39:05.040> cyber<00:39:05.520> security<00:39:06.160> And<00:39:06.400> so<00:39:06.800> you 00:39:06.950 --> 00:39:06.960 align:start position:0% especially in cyber security And so you 00:39:06.960 --> 00:39:08.470 align:start position:0% especially in cyber security And so you have<00:39:07.119> these<00:39:07.359> demo<00:39:07.680> requests<00:39:08.079> you<00:39:08.320> actually 00:39:08.470 --> 00:39:08.480 align:start position:0% have these demo requests you actually 00:39:08.480 --> 00:39:11.510 align:start position:0% have these demo requests you actually have<00:39:08.720> no<00:39:08.960> idea<00:39:09.280> where<00:39:09.440> they<00:39:09.680> came<00:39:09.839> from<00:39:10.640> Um<00:39:11.280> and 00:39:11.510 --> 00:39:11.520 align:start position:0% have no idea where they came from Um and 00:39:11.520 --> 00:39:13.430 align:start position:0% have no idea where they came from Um and then<00:39:11.760> that<00:39:12.000> how<00:39:12.240> did<00:39:12.400> you<00:39:12.560> hear<00:39:12.800> about<00:39:12.960> us<00:39:13.200> is 00:39:13.430 --> 00:39:13.440 align:start position:0% then that how did you hear about us is 00:39:13.440 --> 00:39:15.670 align:start position:0% then that how did you hear about us is where<00:39:13.680> it<00:39:13.839> actually<00:39:14.240> helps<00:39:14.960> And<00:39:15.200> sometimes 00:39:15.670 --> 00:39:15.680 align:start position:0% where it actually helps And sometimes 00:39:15.680 --> 00:39:17.670 align:start position:0% where it actually helps And sometimes people<00:39:15.839> will<00:39:16.079> say<00:39:16.480> it's<00:39:16.960> you<00:39:17.119> know<00:39:17.280> heard<00:39:17.520> it 00:39:17.670 --> 00:39:17.680 align:start position:0% people will say it's you know heard it 00:39:17.680 --> 00:39:20.870 align:start position:0% people will say it's you know heard it from<00:39:17.839> a<00:39:18.000> friend<00:39:18.160> or<00:39:18.560> did<00:39:18.720> an<00:39:18.880> online<00:39:19.320> search<00:39:20.320> Um 00:39:20.870 --> 00:39:20.880 align:start position:0% from a friend or did an online search Um 00:39:20.880 --> 00:39:25.670 align:start position:0% from a friend or did an online search Um and<00:39:21.119> that<00:39:21.359> is<00:39:21.680> hard<00:39:22.079> to<00:39:23.160> um<00:39:24.160> that<00:39:24.320> is<00:39:25.200> hard<00:39:25.520> to 00:39:25.670 --> 00:39:25.680 align:start position:0% and that is hard to um that is hard to 00:39:25.680 --> 00:39:27.750 align:start position:0% and that is hard to um that is hard to justify<00:39:26.240> but<00:39:26.480> that's<00:39:26.720> the<00:39:26.880> data<00:39:27.200> you<00:39:27.359> have<00:39:27.520> and 00:39:27.750 --> 00:39:27.760 align:start position:0% justify but that's the data you have and 00:39:27.760 --> 00:39:30.790 align:start position:0% justify but that's the data you have and so<00:39:27.920> that's<00:39:28.160> what<00:39:28.320> you<00:39:28.480> have<00:39:28.560> to<00:39:28.839> use<00:39:29.839> Um<00:39:30.560> and 00:39:30.790 --> 00:39:30.800 align:start position:0% so that's what you have to use Um and 00:39:30.800 --> 00:39:33.270 align:start position:0% so that's what you have to use Um and then<00:39:31.200> another<00:39:31.839> way<00:39:32.079> to<00:39:32.240> measure<00:39:32.640> your<00:39:32.960> brand 00:39:33.270 --> 00:39:33.280 align:start position:0% then another way to measure your brand 00:39:33.280 --> 00:39:37.589 align:start position:0% then another way to measure your brand impact<00:39:33.760> is<00:39:34.480> surveying<00:39:35.200> your<00:39:35.920> uh<00:39:36.160> database<00:39:37.280> Um 00:39:37.589 --> 00:39:37.599 align:start position:0% impact is surveying your uh database Um 00:39:37.599 --> 00:39:39.750 align:start position:0% impact is surveying your uh database Um it's<00:39:37.839> a<00:39:38.079> simple<00:39:38.320> one<00:39:38.640> and<00:39:38.960> even<00:39:39.119> if<00:39:39.359> you<00:39:39.520> didn't 00:39:39.750 --> 00:39:39.760 align:start position:0% it's a simple one and even if you didn't 00:39:39.760 --> 00:39:41.829 align:start position:0% it's a simple one and even if you didn't have<00:39:39.920> that<00:39:40.160> data<00:39:40.480> before<00:39:40.960> just<00:39:41.200> saying<00:39:41.599> like 00:39:41.829 --> 00:39:41.839 align:start position:0% have that data before just saying like 00:39:41.839 --> 00:39:44.630 align:start position:0% have that data before just saying like we<00:39:42.079> did<00:39:42.160> a<00:39:42.400> survey<00:39:42.920> recently<00:39:43.920> and<00:39:44.160> as<00:39:44.400> part<00:39:44.560> of 00:39:44.630 --> 00:39:44.640 align:start position:0% we did a survey recently and as part of 00:39:44.640 --> 00:39:47.030 align:start position:0% we did a survey recently and as part of it<00:39:44.880> we<00:39:45.119> just<00:39:45.359> ask<00:39:45.920> how<00:39:46.079> often<00:39:46.400> do<00:39:46.640> you<00:39:46.800> hear 00:39:47.030 --> 00:39:47.040 align:start position:0% it we just ask how often do you hear 00:39:47.040 --> 00:39:50.150 align:start position:0% it we just ask how often do you hear about<00:39:47.280> thread<00:39:47.640> connect<00:39:48.640> it<00:39:48.800> all<00:39:48.960> the<00:39:49.200> time<00:39:49.760> I 00:39:50.150 --> 00:39:50.160 align:start position:0% about thread connect it all the time I 00:39:50.160 --> 00:39:51.910 align:start position:0% about thread connect it all the time I almost<00:39:50.480> never<00:39:50.720> hear<00:39:50.880> it<00:39:51.040> I<00:39:51.280> only<00:39:51.440> hear<00:39:51.599> it<00:39:51.760> when 00:39:51.910 --> 00:39:51.920 align:start position:0% almost never hear it I only hear it when 00:39:51.920 --> 00:39:54.390 align:start position:0% almost never hear it I only hear it when I<00:39:52.079> look<00:39:52.240> for<00:39:52.480> you<00:39:53.440> uh<00:39:53.599> or<00:39:53.839> you<00:39:54.000> know<00:39:54.160> this<00:39:54.320> is 00:39:54.390 --> 00:39:54.400 align:start position:0% I look for you uh or you know this is 00:39:54.400 --> 00:39:56.150 align:start position:0% I look for you uh or you know this is the<00:39:54.560> first<00:39:54.720> time<00:39:54.880> I'm<00:39:55.200> even<00:39:55.359> hearing<00:39:55.680> you<00:39:56.000> and 00:39:56.150 --> 00:39:56.160 align:start position:0% the first time I'm even hearing you and 00:39:56.160 --> 00:39:59.270 align:start position:0% the first time I'm even hearing you and that<00:39:56.320> is<00:39:56.480> a<00:39:56.640> good<00:39:56.839> indicator<00:39:57.839> of<00:39:58.720> saying<00:39:59.040> like 00:39:59.270 --> 00:39:59.280 align:start position:0% that is a good indicator of saying like 00:39:59.280 --> 00:40:02.150 align:start position:0% that is a good indicator of saying like is<00:39:59.440> you<00:39:59.680> are<00:39:59.920> your<00:40:00.320> brand<00:40:01.119> your<00:40:01.520> awareness 00:40:02.150 --> 00:40:02.160 align:start position:0% is you are your brand your awareness 00:40:02.160 --> 00:40:04.230 align:start position:0% is you are your brand your awareness efforts<00:40:02.640> working<00:40:03.119> do<00:40:03.359> people<00:40:03.680> actually<00:40:04.079> hear 00:40:04.230 --> 00:40:04.240 align:start position:0% efforts working do people actually hear 00:40:04.240 --> 00:40:06.710 align:start position:0% efforts working do people actually hear it<00:40:04.760> because<00:40:05.760> you<00:40:06.079> can't<00:40:06.240> really<00:40:06.560> measure 00:40:06.710 --> 00:40:06.720 align:start position:0% it because you can't really measure 00:40:06.720 --> 00:40:09.190 align:start position:0% it because you can't really measure measure<00:40:06.960> it<00:40:07.359> Um<00:40:07.680> and<00:40:07.920> then<00:40:08.320> the<00:40:08.640> last<00:40:08.880> example 00:40:09.190 --> 00:40:09.200 align:start position:0% measure it Um and then the last example 00:40:09.200 --> 00:40:11.270 align:start position:0% measure it Um and then the last example I'm<00:40:09.440> going<00:40:09.520> to<00:40:09.680> give<00:40:10.000> is<00:40:10.720> related<00:40:11.119> to 00:40:11.270 --> 00:40:11.280 align:start position:0% I'm going to give is related to 00:40:11.280 --> 00:40:13.750 align:start position:0% I'm going to give is related to accountbased<00:40:12.000> marketing<00:40:12.320> and<00:40:12.560> ICP<00:40:13.359> So<00:40:13.520> you 00:40:13.750 --> 00:40:13.760 align:start position:0% accountbased marketing and ICP So you 00:40:13.760 --> 00:40:15.910 align:start position:0% accountbased marketing and ICP So you can<00:40:13.920> determine<00:40:14.480> here's<00:40:14.800> your<00:40:14.960> ICP<00:40:15.599> And<00:40:15.760> some 00:40:15.910 --> 00:40:15.920 align:start position:0% can determine here's your ICP And some 00:40:15.920 --> 00:40:17.670 align:start position:0% can determine here's your ICP And some accountbased<00:40:16.560> platforms<00:40:17.040> actually<00:40:17.280> do<00:40:17.440> a 00:40:17.670 --> 00:40:17.680 align:start position:0% accountbased platforms actually do a 00:40:17.680 --> 00:40:19.990 align:start position:0% accountbased platforms actually do a good<00:40:17.839> job<00:40:18.000> at<00:40:18.240> measuring<00:40:19.119> where<00:40:19.440> they<00:40:19.680> are<00:40:19.760> in 00:40:19.990 --> 00:40:20.000 align:start position:0% good job at measuring where they are in 00:40:20.000 --> 00:40:22.630 align:start position:0% good job at measuring where they are in that<00:40:20.160> buying<00:40:20.560> cycle<00:40:20.960> And<00:40:21.119> they<00:40:21.359> call<00:40:21.520> it<00:40:22.400> um 00:40:22.630 --> 00:40:22.640 align:start position:0% that buying cycle And they call it um 00:40:22.640 --> 00:40:25.510 align:start position:0% that buying cycle And they call it um for<00:40:22.800> example<00:40:23.359> aware<00:40:24.000> unaware 00:40:25.510 --> 00:40:25.520 align:start position:0% for example aware unaware 00:40:25.520 --> 00:40:28.550 align:start position:0% for example aware unaware um<00:40:26.240> or<00:40:26.720> you<00:40:26.880> know<00:40:27.119> engaged<00:40:27.680> So<00:40:27.839> like<00:40:28.079> unaware 00:40:28.550 --> 00:40:28.560 align:start position:0% um or you know engaged So like unaware 00:40:28.560 --> 00:40:30.950 align:start position:0% um or you know engaged So like unaware is<00:40:28.800> they<00:40:29.040> don't<00:40:29.200> know<00:40:29.440> about<00:40:29.680> you<00:40:30.079> at<00:40:30.400> all 00:40:30.950 --> 00:40:30.960 align:start position:0% is they don't know about you at all 00:40:30.960 --> 00:40:33.270 align:start position:0% is they don't know about you at all Aware<00:40:31.440> is<00:40:31.680> they<00:40:31.920> kind<00:40:32.079> of<00:40:32.240> know<00:40:32.480> about<00:40:32.720> you<00:40:33.040> but 00:40:33.270 --> 00:40:33.280 align:start position:0% Aware is they kind of know about you but 00:40:33.280 --> 00:40:34.950 align:start position:0% Aware is they kind of know about you but they're<00:40:33.520> not<00:40:33.680> actively<00:40:34.240> talking<00:40:34.560> and<00:40:34.720> then 00:40:34.950 --> 00:40:34.960 align:start position:0% they're not actively talking and then 00:40:34.960 --> 00:40:37.750 align:start position:0% they're not actively talking and then engaged<00:40:35.440> is<00:40:35.760> they're<00:40:36.480> actively<00:40:37.040> talking<00:40:37.359> or 00:40:37.750 --> 00:40:37.760 align:start position:0% engaged is they're actively talking or 00:40:37.760 --> 00:40:40.390 align:start position:0% engaged is they're actively talking or browsing<00:40:38.160> or<00:40:38.599> researching<00:40:39.599> and<00:40:39.839> then<00:40:40.000> you<00:40:40.240> can 00:40:40.390 --> 00:40:40.400 align:start position:0% browsing or researching and then you can 00:40:40.400 --> 00:40:42.950 align:start position:0% browsing or researching and then you can measure<00:40:40.800> okay<00:40:41.440> this<00:40:41.599> is<00:40:41.839> let's<00:40:42.079> say<00:40:42.240> your<00:40:42.480> ICP 00:40:42.950 --> 00:40:42.960 align:start position:0% measure okay this is let's say your ICP 00:40:42.960 --> 00:40:46.390 align:start position:0% measure okay this is let's say your ICP is<00:40:43.119> a<00:40:43.200> thousand<00:40:43.920> accounts<00:40:44.480> and<00:40:44.880> of<00:40:45.200> them<00:40:45.599> 500 00:40:46.390 --> 00:40:46.400 align:start position:0% is a thousand accounts and of them 500 00:40:46.400 --> 00:40:49.510 align:start position:0% is a thousand accounts and of them 500 people<00:40:46.720> or<00:40:47.280> 500<00:40:47.760> companies<00:40:48.160> are<00:40:48.320> unaware<00:40:49.280> then 00:40:49.510 --> 00:40:49.520 align:start position:0% people or 500 companies are unaware then 00:40:49.520 --> 00:40:51.750 align:start position:0% people or 500 companies are unaware then you<00:40:49.760> try<00:40:49.920> to<00:40:50.079> measure<00:40:50.400> okay<00:40:50.720> I<00:40:50.880> want<00:40:51.040> to<00:40:51.200> get 00:40:51.750 --> 00:40:51.760 align:start position:0% you try to measure okay I want to get 00:40:51.760 --> 00:40:53.829 align:start position:0% you try to measure okay I want to get that<00:40:52.079> number<00:40:52.320> to<00:40:52.640> 400<00:40:53.119> I<00:40:53.280> want<00:40:53.359> to<00:40:53.520> make<00:40:53.599> them 00:40:53.829 --> 00:40:53.839 align:start position:0% that number to 400 I want to make them 00:40:53.839 --> 00:40:56.150 align:start position:0% that number to 400 I want to make them more<00:40:54.079> aware<00:40:54.720> so<00:40:54.960> there<00:40:55.119> are<00:40:55.359> ways<00:40:55.680> to<00:40:55.920> set 00:40:56.150 --> 00:40:56.160 align:start position:0% more aware so there are ways to set 00:40:56.160 --> 00:40:58.870 align:start position:0% more aware so there are ways to set those<00:40:56.480> goals<00:40:57.200> it<00:40:57.520> is<00:40:57.680> tricky<00:40:58.319> which<00:40:58.560> is<00:40:58.640> why 00:40:58.870 --> 00:40:58.880 align:start position:0% those goals it is tricky which is why 00:40:58.880 --> 00:41:00.550 align:start position:0% those goals it is tricky which is why you<00:40:59.040> have<00:40:59.119> to<00:40:59.280> do<00:40:59.359> it<00:40:59.520> in<00:40:59.680> advance<00:41:00.079> you<00:41:00.319> have<00:41:00.400> to 00:41:00.550 --> 00:41:00.560 align:start position:0% you have to do it in advance you have to 00:41:00.560 --> 00:41:02.230 align:start position:0% you have to do it in advance you have to determine<00:41:00.960> what<00:41:01.200> it<00:41:01.359> is<00:41:01.520> that<00:41:01.760> you<00:41:02.000> want<00:41:02.079> to 00:41:02.230 --> 00:41:02.240 align:start position:0% determine what it is that you want to 00:41:02.240 --> 00:41:04.069 align:start position:0% determine what it is that you want to measure<00:41:02.800> and<00:41:03.119> that<00:41:03.280> you<00:41:03.520> have<00:41:03.599> a<00:41:03.760> way<00:41:03.920> to 00:41:04.069 --> 00:41:04.079 align:start position:0% measure and that you have a way to 00:41:04.079 --> 00:41:05.829 align:start position:0% measure and that you have a way to measure<00:41:04.240> measure<00:41:04.560> it<00:41:05.040> rather<00:41:05.359> than<00:41:05.599> just 00:41:05.829 --> 00:41:05.839 align:start position:0% measure measure it rather than just 00:41:05.839 --> 00:41:07.670 align:start position:0% measure measure it rather than just doing<00:41:06.240> stuff<00:41:06.480> and<00:41:06.800> then<00:41:06.960> looking<00:41:07.280> back<00:41:07.440> and 00:41:07.670 --> 00:41:07.680 align:start position:0% doing stuff and then looking back and 00:41:07.680 --> 00:41:10.790 align:start position:0% doing stuff and then looking back and saying<00:41:07.920> "Wait<00:41:08.319> did<00:41:08.480> it<00:41:08.640> actually<00:41:08.960> work?" 00:41:10.790 --> 00:41:10.800 align:start position:0% saying "Wait did it actually work?" 00:41:10.800 --> 00:41:13.030 align:start position:0% saying "Wait did it actually work?" Yes<00:41:11.119> the<00:41:11.440> lagging<00:41:11.839> indicators<00:41:12.480> which<00:41:12.720> is<00:41:12.880> one 00:41:13.030 --> 00:41:13.040 align:start position:0% Yes the lagging indicators which is one 00:41:13.040 --> 00:41:14.870 align:start position:0% Yes the lagging indicators which is one where<00:41:13.200> we<00:41:13.440> didn't<00:41:13.680> get<00:41:13.839> to<00:41:14.160> but<00:41:14.560> that's 00:41:14.870 --> 00:41:14.880 align:start position:0% where we didn't get to but that's 00:41:14.880 --> 00:41:16.710 align:start position:0% where we didn't get to but that's exactly<00:41:15.200> what<00:41:15.440> you're<00:41:15.760> describing<00:41:16.240> One<00:41:16.400> of<00:41:16.560> my 00:41:16.710 --> 00:41:16.720 align:start position:0% exactly what you're describing One of my 00:41:16.720 --> 00:41:19.430 align:start position:0% exactly what you're describing One of my favorite<00:41:17.440> um<00:41:17.599> indicators<00:41:18.160> is<00:41:18.880> a<00:41:19.040> branded 00:41:19.430 --> 00:41:19.440 align:start position:0% favorite um indicators is a branded 00:41:19.440 --> 00:41:21.030 align:start position:0% favorite um indicators is a branded search<00:41:19.760> volume<00:41:20.079> but<00:41:20.319> it<00:41:20.480> is<00:41:20.560> a<00:41:20.720> bit<00:41:20.800> of<00:41:20.880> a 00:41:21.030 --> 00:41:21.040 align:start position:0% search volume but it is a bit of a 00:41:21.040 --> 00:41:23.270 align:start position:0% search volume but it is a bit of a lagging<00:41:21.520> indicator<00:41:22.160> because<00:41:22.800> if<00:41:23.040> you're 00:41:23.270 --> 00:41:23.280 align:start position:0% lagging indicator because if you're 00:41:23.280 --> 00:41:25.589 align:start position:0% lagging indicator because if you're looking<00:41:23.520> at<00:41:24.319> are<00:41:24.640> more<00:41:24.880> people<00:41:25.119> searching<00:41:25.440> for 00:41:25.589 --> 00:41:25.599 align:start position:0% looking at are more people searching for 00:41:25.599 --> 00:41:27.750 align:start position:0% looking at are more people searching for you<00:41:25.920> that<00:41:26.079> means<00:41:26.319> that<00:41:26.640> your<00:41:27.040> brand<00:41:27.280> awareness 00:41:27.750 --> 00:41:27.760 align:start position:0% you that means that your brand awareness 00:41:27.760 --> 00:41:30.670 align:start position:0% you that means that your brand awareness is<00:41:28.000> going<00:41:28.240> up<00:41:28.560> but<00:41:28.800> it's<00:41:29.040> after<00:41:29.760> the<00:41:30.079> fact 00:41:30.670 --> 00:41:30.680 align:start position:0% is going up but it's after the fact 00:41:30.680 --> 00:41:32.790 align:start position:0% is going up but it's after the fact versus<00:41:31.680> understanding<00:41:32.079> what's<00:41:32.400> happening<00:41:32.560> in 00:41:32.790 --> 00:41:32.800 align:start position:0% versus understanding what's happening in 00:41:32.800 --> 00:41:35.670 align:start position:0% versus understanding what's happening in market<00:41:33.040> now<00:41:33.359> So<00:41:33.520> that's<00:41:34.400> um<00:41:34.960> such<00:41:35.280> a<00:41:35.440> great 00:41:35.670 --> 00:41:35.680 align:start position:0% market now So that's um such a great 00:41:35.680 --> 00:41:38.390 align:start position:0% market now So that's um such a great point<00:41:36.000> in<00:41:36.319> terms<00:41:36.560> of<00:41:37.280> so<00:41:37.599> three<00:41:37.920> great<00:41:38.079> ways<00:41:38.240> to 00:41:38.390 --> 00:41:38.400 align:start position:0% point in terms of so three great ways to 00:41:38.400 --> 00:41:40.390 align:start position:0% point in terms of so three great ways to be<00:41:38.560> measuring<00:41:38.880> brand<00:41:39.359> and<00:41:39.520> goay<00:41:39.920> was<00:41:40.079> on<00:41:40.160> our 00:41:40.390 --> 00:41:40.400 align:start position:0% be measuring brand and goay was on our 00:41:40.400 --> 00:41:42.390 align:start position:0% be measuring brand and goay was on our on<00:41:40.640> our<00:41:41.119> podcast<00:41:41.440> a<00:41:41.680> few<00:41:41.760> weeks<00:41:41.839> ago<00:41:42.079> and<00:41:42.240> she 00:41:42.390 --> 00:41:42.400 align:start position:0% on our podcast a few weeks ago and she 00:41:42.400 --> 00:41:43.990 align:start position:0% on our podcast a few weeks ago and she mentioned<00:41:42.800> that<00:41:43.119> lovely<00:41:43.359> little<00:41:43.520> form<00:41:43.839> fill 00:41:43.990 --> 00:41:44.000 align:start position:0% mentioned that lovely little form fill 00:41:44.000 --> 00:41:46.950 align:start position:0% mentioned that lovely little form fill and<00:41:44.160> the<00:41:44.319> importance<00:41:44.720> of<00:41:45.359> having<00:41:46.160> that<00:41:46.480> to<00:41:46.720> see 00:41:46.950 --> 00:41:46.960 align:start position:0% and the importance of having that to see 00:41:46.960 --> 00:41:49.190 align:start position:0% and the importance of having that to see how<00:41:47.200> people<00:41:47.520> found<00:41:47.760> you<00:41:48.319> Last<00:41:48.640> question<00:41:48.960> I 00:41:49.190 --> 00:41:49.200 align:start position:0% how people found you Last question I 00:41:49.200 --> 00:41:50.630 align:start position:0% how people found you Last question I could<00:41:49.280> go<00:41:49.359> on<00:41:49.599> for<00:41:49.760> days<00:41:49.920> I<00:41:50.160> could<00:41:50.240> talk<00:41:50.400> to<00:41:50.480> you 00:41:50.630 --> 00:41:50.640 align:start position:0% could go on for days I could talk to you 00:41:50.640 --> 00:41:52.550 align:start position:0% could go on for days I could talk to you forever<00:41:51.200> but<00:41:51.359> I<00:41:51.520> want<00:41:51.599> to<00:41:51.760> be<00:41:51.920> cognizant<00:41:52.400> of 00:41:52.550 --> 00:41:52.560 align:start position:0% forever but I want to be cognizant of 00:41:52.560 --> 00:41:55.190 align:start position:0% forever but I want to be cognizant of your<00:41:52.800> time<00:41:53.760> So<00:41:54.079> last<00:41:54.319> question<00:41:54.560> is<00:41:54.800> had<00:41:55.040> did 00:41:55.190 --> 00:41:55.200 align:start position:0% your time So last question is had did 00:41:55.200 --> 00:41:57.030 align:start position:0% your time So last question is had did you<00:41:55.359> have<00:41:55.440> any<00:41:55.760> funny<00:41:56.160> like<00:41:56.400> did<00:41:56.560> you<00:41:56.720> have<00:41:56.800> any 00:41:57.030 --> 00:41:57.040 align:start position:0% you have any funny like did you have any 00:41:57.040 --> 00:41:59.630 align:start position:0% you have any funny like did you have any surprise<00:41:57.760> form<00:41:58.160> fills<00:41:58.400> where<00:41:58.560> you<00:41:58.720> were 00:41:59.630 --> 00:41:59.640 align:start position:0% surprise form fills where you were 00:41:59.640 --> 00:42:02.470 align:start position:0% surprise form fills where you were like<00:42:00.640> you<00:42:00.880> know<00:42:01.359> that's<00:42:01.760> interesting<00:42:02.240> or 00:42:02.470 --> 00:42:02.480 align:start position:0% like you know that's interesting or 00:42:02.480 --> 00:42:05.190 align:start position:0% like you know that's interesting or didn't<00:42:02.720> see<00:42:02.800> that<00:42:03.040> coming<00:42:03.599> I<00:42:04.560> um<00:42:04.720> sometimes 00:42:05.190 --> 00:42:05.200 align:start position:0% didn't see that coming I um sometimes 00:42:05.200 --> 00:42:07.750 align:start position:0% didn't see that coming I um sometimes people<00:42:05.520> write<00:42:05.760> novels<00:42:06.400> in<00:42:06.640> there<00:42:07.119> Was<00:42:07.359> there 00:42:07.750 --> 00:42:07.760 align:start position:0% people write novels in there Was there 00:42:07.760 --> 00:42:09.990 align:start position:0% people write novels in there Was there any<00:42:08.079> surprises<00:42:08.720> in<00:42:09.040> terms<00:42:09.200> of<00:42:09.440> attribution 00:42:09.990 --> 00:42:10.000 align:start position:0% any surprises in terms of attribution 00:42:10.000 --> 00:42:12.790 align:start position:0% any surprises in terms of attribution that<00:42:10.240> you<00:42:10.480> didn't<00:42:10.720> see<00:42:11.520> sort<00:42:11.760> of<00:42:11.920> coming<00:42:12.319> of 00:42:12.790 --> 00:42:12.800 align:start position:0% that you didn't see sort of coming of 00:42:12.800 --> 00:42:14.870 align:start position:0% that you didn't see sort of coming of how<00:42:13.040> people<00:42:13.280> found<00:42:13.599> you 00:42:14.870 --> 00:42:14.880 align:start position:0% how people found you 00:42:14.880 --> 00:42:18.710 align:start position:0% how people found you Um<00:42:15.680> not<00:42:16.000> the<00:42:16.319> funny<00:42:16.720> kind<00:42:17.359> but<00:42:17.680> actually<00:42:18.400> what 00:42:18.710 --> 00:42:18.720 align:start position:0% Um not the funny kind but actually what 00:42:18.720 --> 00:42:21.750 align:start position:0% Um not the funny kind but actually what surprised<00:42:19.200> me<00:42:19.280> is<00:42:19.520> when<00:42:20.000> I<00:42:20.240> saw<00:42:20.480> the<00:42:20.760> UTM 00:42:21.750 --> 00:42:21.760 align:start position:0% surprised me is when I saw the UTM 00:42:21.760 --> 00:42:24.150 align:start position:0% surprised me is when I saw the UTM matched<00:42:22.240> what<00:42:22.560> the<00:42:22.800> people<00:42:23.119> put<00:42:23.359> in<00:42:23.599> there 00:42:24.150 --> 00:42:24.160 align:start position:0% matched what the people put in there 00:42:24.160 --> 00:42:26.190 align:start position:0% matched what the people put in there because<00:42:24.480> I<00:42:24.720> expected<00:42:25.200> a<00:42:25.520> much<00:42:25.680> higher 00:42:26.190 --> 00:42:26.200 align:start position:0% because I expected a much higher 00:42:26.200 --> 00:42:29.030 align:start position:0% because I expected a much higher discrepancy<00:42:27.200> and<00:42:27.440> then<00:42:27.599> I'm<00:42:27.839> like<00:42:28.000> "Oh<00:42:28.800> that 00:42:29.030 --> 00:42:29.040 align:start position:0% discrepancy and then I'm like "Oh that 00:42:29.040 --> 00:42:31.750 align:start position:0% discrepancy and then I'm like "Oh that UTM<00:42:29.680> says<00:42:30.000> Google<00:42:30.480> and<00:42:30.720> they<00:42:30.960> said<00:42:31.280> online 00:42:31.750 --> 00:42:31.760 align:start position:0% UTM says Google and they said online 00:42:31.760 --> 00:42:34.150 align:start position:0% UTM says Google and they said online search<00:42:32.319> that<00:42:32.560> tracks."<00:42:33.280> So<00:42:33.520> that<00:42:33.680> was<00:42:33.839> kind<00:42:34.000> of 00:42:34.150 --> 00:42:34.160 align:start position:0% search that tracks." So that was kind of 00:42:34.160 --> 00:42:37.030 align:start position:0% search that tracks." So that was kind of cool<00:42:34.880> So<00:42:35.440> that<00:42:35.760> was<00:42:36.000> actually<00:42:36.240> a<00:42:36.480> surprise<00:42:36.800> for 00:42:37.030 --> 00:42:37.040 align:start position:0% cool So that was actually a surprise for 00:42:37.040 --> 00:42:39.109 align:start position:0% cool So that was actually a surprise for me<00:42:37.280> And<00:42:37.520> we<00:42:37.760> actually<00:42:38.000> have<00:42:38.160> a<00:42:38.400> quite<00:42:38.800> high 00:42:39.109 --> 00:42:39.119 align:start position:0% me And we actually have a quite high 00:42:39.119 --> 00:42:41.430 align:start position:0% me And we actually have a quite high percentage<00:42:39.599> of<00:42:39.839> those<00:42:40.400> matches<00:42:40.960> on<00:42:41.200> those 00:42:41.430 --> 00:42:41.440 align:start position:0% percentage of those matches on those 00:42:41.440 --> 00:42:44.150 align:start position:0% percentage of those matches on those form<00:42:41.839> fills<00:42:42.400> But<00:42:42.800> it<00:42:43.040> is<00:42:43.200> also<00:42:43.520> relatively 00:42:44.150 --> 00:42:44.160 align:start position:0% form fills But it is also relatively 00:42:44.160 --> 00:42:46.230 align:start position:0% form fills But it is also relatively recent<00:42:44.480> for<00:42:44.720> us<00:42:44.880> So<00:42:45.040> we<00:42:45.280> don't<00:42:45.359> have<00:42:45.520> a<00:42:45.760> ton<00:42:46.000> of 00:42:46.230 --> 00:42:46.240 align:start position:0% recent for us So we don't have a ton of 00:42:46.240 --> 00:42:48.870 align:start position:0% recent for us So we don't have a ton of data<00:42:47.040> to<00:42:47.280> look<00:42:47.440> at<00:42:47.599> it<00:42:48.000> But<00:42:48.160> from<00:42:48.400> what<00:42:48.640> I've 00:42:48.870 --> 00:42:48.880 align:start position:0% data to look at it But from what I've 00:42:48.880 --> 00:42:52.309 align:start position:0% data to look at it But from what I've seen<00:42:49.520> that<00:42:49.880> was<00:42:50.880> funny<00:42:51.280> enough<00:42:51.680> that<00:42:51.920> was<00:42:52.000> the 00:42:52.309 --> 00:42:52.319 align:start position:0% seen that was funny enough that was the 00:42:52.319 --> 00:42:54.069 align:start position:0% seen that was funny enough that was the surprise 00:42:54.069 --> 00:42:54.079 align:start position:0% surprise 00:42:54.079 --> 00:42:55.510 align:start position:0% surprise It's<00:42:54.319> always<00:42:54.560> nice<00:42:54.720> when<00:42:54.960> the<00:42:55.119> technology 00:42:55.510 --> 00:42:55.520 align:start position:0% It's always nice when the technology 00:42:55.520 --> 00:42:58.790 align:start position:0% It's always nice when the technology does<00:42:55.760> what<00:42:55.839> it's<00:42:56.079> supposed<00:42:56.240> to<00:42:56.400> do<00:42:57.119> Exactly<00:42:58.319> Uh 00:42:58.790 --> 00:42:58.800 align:start position:0% does what it's supposed to do Exactly Uh 00:42:58.800 --> 00:43:03.230 align:start position:0% does what it's supposed to do Exactly Uh that<00:42:59.640> your<00:43:00.640> the<00:43:00.960> data<00:43:01.200> is<00:43:01.440> only<00:43:01.680> as<00:43:01.920> good<00:43:02.319> as 00:43:03.230 --> 00:43:03.240 align:start position:0% that your the data is only as good as 00:43:03.240 --> 00:43:05.750 align:start position:0% that your the data is only as good as what's<00:43:04.240> being<00:43:04.560> tracked<00:43:04.960> and<00:43:05.200> being<00:43:05.359> tracked 00:43:05.750 --> 00:43:05.760 align:start position:0% what's being tracked and being tracked 00:43:05.760 --> 00:43:10.790 align:start position:0% what's being tracked and being tracked well<00:43:06.079> So<00:43:07.040> yes<00:43:08.079> Yes<00:43:08.560> Exactly<00:43:09.760> Uh<00:43:10.000> and<00:43:10.319> branded 00:43:10.790 --> 00:43:10.800 align:start position:0% well So yes Yes Exactly Uh and branded 00:43:10.800 --> 00:43:13.270 align:start position:0% well So yes Yes Exactly Uh and branded search<00:43:11.119> is<00:43:11.359> an<00:43:11.599> interesting<00:43:12.319> category<00:43:12.800> of<00:43:12.960> its 00:43:13.270 --> 00:43:13.280 align:start position:0% search is an interesting category of its 00:43:13.280 --> 00:43:15.550 align:start position:0% search is an interesting category of its own<00:43:13.520> There's<00:43:13.839> a<00:43:14.000> lot<00:43:14.160> of<00:43:14.240> discussions<00:43:14.880> online 00:43:15.550 --> 00:43:15.560 align:start position:0% own There's a lot of discussions online 00:43:15.560 --> 00:43:17.990 align:start position:0% own There's a lot of discussions online about<00:43:16.560> should<00:43:16.800> you<00:43:16.960> do<00:43:17.119> it<00:43:17.359> should<00:43:17.599> you<00:43:17.760> just 00:43:17.990 --> 00:43:18.000 align:start position:0% about should you do it should you just 00:43:18.000 --> 00:43:20.230 align:start position:0% about should you do it should you just kill<00:43:18.319> your<00:43:18.560> branded<00:43:19.040> Google<00:43:19.359> ads<00:43:19.839> because<00:43:20.079> if 00:43:20.230 --> 00:43:20.240 align:start position:0% kill your branded Google ads because if 00:43:20.240 --> 00:43:22.150 align:start position:0% kill your branded Google ads because if you<00:43:20.480> are<00:43:20.560> SEO<00:43:20.960> is<00:43:21.200> great<00:43:21.520> people<00:43:21.760> will<00:43:21.920> find 00:43:22.150 --> 00:43:22.160 align:start position:0% you are SEO is great people will find 00:43:22.160 --> 00:43:25.030 align:start position:0% you are SEO is great people will find you<00:43:22.319> anyway<00:43:22.800> And<00:43:23.440> I<00:43:23.760> don't<00:43:23.920> know<00:43:24.400> there<00:43:24.640> are<00:43:24.800> so 00:43:25.030 --> 00:43:25.040 align:start position:0% you anyway And I don't know there are so 00:43:25.040 --> 00:43:28.069 align:start position:0% you anyway And I don't know there are so many<00:43:25.280> opinions<00:43:26.079> Um<00:43:26.480> I<00:43:26.800> just<00:43:27.040> feel<00:43:27.280> like<00:43:27.520> it's 00:43:28.069 --> 00:43:28.079 align:start position:0% many opinions Um I just feel like it's 00:43:28.079 --> 00:43:30.150 align:start position:0% many opinions Um I just feel like it's you<00:43:28.240> know<00:43:28.480> if<00:43:28.640> if<00:43:29.040> you're<00:43:29.280> doing<00:43:29.520> it<00:43:29.680> and<00:43:29.920> it 00:43:30.150 --> 00:43:30.160 align:start position:0% you know if if you're doing it and it 00:43:30.160 --> 00:43:33.030 align:start position:0% you know if if you're doing it and it works<00:43:30.480> for<00:43:30.640> you<00:43:31.520> killing<00:43:31.839> it<00:43:32.079> might<00:43:32.319> risk<00:43:32.640> it 00:43:33.030 --> 00:43:33.040 align:start position:0% works for you killing it might risk it 00:43:33.040 --> 00:43:34.950 align:start position:0% works for you killing it might risk it right<00:43:33.359> Like<00:43:33.599> maybe<00:43:33.839> they'll<00:43:34.160> find<00:43:34.400> you<00:43:34.720> maybe 00:43:34.950 --> 00:43:34.960 align:start position:0% right Like maybe they'll find you maybe 00:43:34.960 --> 00:43:36.950 align:start position:0% right Like maybe they'll find you maybe they<00:43:35.200> won't<00:43:35.680> Maybe<00:43:35.920> they<00:43:36.160> will<00:43:36.400> maybe<00:43:36.720> you're 00:43:36.950 --> 00:43:36.960 align:start position:0% they won't Maybe they will maybe you're 00:43:36.960 --> 00:43:39.270 align:start position:0% they won't Maybe they will maybe you're on<00:43:37.119> the<00:43:37.280> first<00:43:37.520> page<00:43:38.240> and<00:43:38.480> they<00:43:38.720> will<00:43:38.960> still 00:43:39.270 --> 00:43:39.280 align:start position:0% on the first page and they will still 00:43:39.280 --> 00:43:41.190 align:start position:0% on the first page and they will still click<00:43:39.599> on<00:43:39.760> the<00:43:39.920> sponsored<00:43:40.480> ad<00:43:40.720> that<00:43:40.960> your 00:43:41.190 --> 00:43:41.200 align:start position:0% click on the sponsored ad that your 00:43:41.200 --> 00:43:43.349 align:start position:0% click on the sponsored ad that your competitor<00:43:41.599> is<00:43:41.839> doing<00:43:42.160> bidding<00:43:42.480> on<00:43:42.720> your<00:43:42.960> name 00:43:43.349 --> 00:43:43.359 align:start position:0% competitor is doing bidding on your name 00:43:43.359 --> 00:43:46.390 align:start position:0% competitor is doing bidding on your name So<00:43:43.640> then<00:43:44.640> do<00:43:44.880> you<00:43:45.040> hurt<00:43:45.280> yourself<00:43:45.599> or<00:43:45.839> not<00:43:46.160> So 00:43:46.390 --> 00:43:46.400 align:start position:0% So then do you hurt yourself or not So 00:43:46.400 --> 00:43:48.950 align:start position:0% So then do you hurt yourself or not So I'm<00:43:46.640> actually<00:43:46.960> not<00:43:47.359> opposed<00:43:48.000> to<00:43:48.400> branded 00:43:48.950 --> 00:43:48.960 align:start position:0% I'm actually not opposed to branded 00:43:48.960 --> 00:43:52.950 align:start position:0% I'm actually not opposed to branded search<00:43:49.280> I<00:43:49.520> think<00:43:49.680> it<00:43:50.079> is<00:43:50.319> a<00:43:50.560> good<00:43:51.640> indicator<00:43:52.640> Um 00:43:52.950 --> 00:43:52.960 align:start position:0% search I think it is a good indicator Um 00:43:52.960 --> 00:43:57.430 align:start position:0% search I think it is a good indicator Um and<00:43:53.280> it's<00:43:53.520> good<00:43:53.680> to<00:43:54.720> uh<00:43:54.960> it's<00:43:55.200> good<00:43:55.359> to<00:43:55.520> have<00:43:55.680> it 00:43:57.430 --> 00:43:57.440 align:start position:0% and it's good to uh it's good to have it 00:43:57.440 --> 00:43:59.670 align:start position:0% and it's good to uh it's good to have it Yeah<00:43:57.680> from<00:43:57.839> a<00:43:58.000> paid<00:43:58.240> perspective<00:43:58.800> I<00:43:59.040> do<00:43:59.280> think 00:43:59.670 --> 00:43:59.680 align:start position:0% Yeah from a paid perspective I do think 00:43:59.680 --> 00:44:02.630 align:start position:0% Yeah from a paid perspective I do think especially<00:44:00.240> in<00:44:00.560> cyber<00:44:01.119> you<00:44:01.440> do<00:44:01.680> need<00:44:02.079> to<00:44:02.319> bid 00:44:02.630 --> 00:44:02.640 align:start position:0% especially in cyber you do need to bid 00:44:02.640 --> 00:44:04.390 align:start position:0% especially in cyber you do need to bid on<00:44:02.800> your<00:44:02.960> own<00:44:03.119> brand<00:44:03.440> of<00:44:03.599> terms<00:44:03.839> I<00:44:04.079> know<00:44:04.240> it 00:44:04.390 --> 00:44:04.400 align:start position:0% on your own brand of terms I know it 00:44:04.400 --> 00:44:06.069 align:start position:0% on your own brand of terms I know it feels<00:44:04.640> very<00:44:04.880> painful<00:44:05.280> because<00:44:05.520> of<00:44:05.680> all<00:44:05.839> that 00:44:06.069 --> 00:44:06.079 align:start position:0% feels very painful because of all that 00:44:06.079 --> 00:44:08.790 align:start position:0% feels very painful because of all that gorgeous<00:44:06.480> SEO<00:44:06.960> work<00:44:07.200> you<00:44:07.440> did<00:44:07.520> to<00:44:07.839> rank<00:44:08.160> for 00:44:08.790 --> 00:44:08.800 align:start position:0% gorgeous SEO work you did to rank for 00:44:08.800 --> 00:44:10.550 align:start position:0% gorgeous SEO work you did to rank for all<00:44:09.040> those<00:44:09.440> branded<00:44:09.839> and<00:44:10.000> non-branded 00:44:10.550 --> 00:44:10.560 align:start position:0% all those branded and non-branded 00:44:10.560 --> 00:44:12.069 align:start position:0% all those branded and non-branded keywords<00:44:10.800> and<00:44:11.040> then<00:44:11.200> here<00:44:11.359> you<00:44:11.520> are<00:44:11.760> paying 00:44:12.069 --> 00:44:12.079 align:start position:0% keywords and then here you are paying 00:44:12.079 --> 00:44:14.470 align:start position:0% keywords and then here you are paying for<00:44:12.319> them<00:44:12.880> It<00:44:13.119> feels<00:44:13.280> so<00:44:13.520> counterintuitive 00:44:14.470 --> 00:44:14.480 align:start position:0% for them It feels so counterintuitive 00:44:14.480 --> 00:44:18.870 align:start position:0% for them It feels so counterintuitive But<00:44:14.800> with<00:44:15.119> the<00:44:15.359> way<00:44:16.760> that<00:44:17.760> search<00:44:18.000> is<00:44:18.319> moving 00:44:18.870 --> 00:44:18.880 align:start position:0% But with the way that search is moving 00:44:18.880 --> 00:44:21.710 align:start position:0% But with the way that search is moving in<00:44:19.200> relation<00:44:19.520> to<00:44:20.160> AI<00:44:20.560> and 00:44:21.710 --> 00:44:21.720 align:start position:0% in relation to AI and 00:44:21.720 --> 00:44:25.190 align:start position:0% in relation to AI and LLMs<00:44:22.720> and<00:44:23.040> how<00:44:23.440> people<00:44:23.920> are<00:44:24.400> getting<00:44:24.640> to<00:44:24.880> your 00:44:25.190 --> 00:44:25.200 align:start position:0% LLMs and how people are getting to your 00:44:25.200 --> 00:44:28.230 align:start position:0% LLMs and how people are getting to your name<00:44:25.520> these<00:44:26.040> days<00:44:27.040> more<00:44:27.440> competitors<00:44:28.000> are 00:44:28.230 --> 00:44:28.240 align:start position:0% name these days more competitors are 00:44:28.240 --> 00:44:29.910 align:start position:0% name these days more competitors are going<00:44:28.400> to<00:44:28.560> start<00:44:28.800> bidding<00:44:29.200> It<00:44:29.440> is<00:44:29.599> literally 00:44:29.910 --> 00:44:29.920 align:start position:0% going to start bidding It is literally 00:44:29.920 --> 00:44:32.790 align:start position:0% going to start bidding It is literally becoming<00:44:30.319> a<00:44:30.760> strategy<00:44:31.760> that<00:44:32.160> you<00:44:32.319> bid<00:44:32.640> on 00:44:32.790 --> 00:44:32.800 align:start position:0% becoming a strategy that you bid on 00:44:32.800 --> 00:44:34.950 align:start position:0% becoming a strategy that you bid on competitor<00:44:33.359> keywords<00:44:33.920> because<00:44:34.319> non-branded 00:44:34.950 --> 00:44:34.960 align:start position:0% competitor keywords because non-branded 00:44:34.960 --> 00:44:37.990 align:start position:0% competitor keywords because non-branded keywords<00:44:35.440> are<00:44:35.680> getting<00:44:35.920> eaten<00:44:36.240> up<00:44:36.560> in<00:44:36.880> the<00:44:37.200> LLM 00:44:37.990 --> 00:44:38.000 align:start position:0% keywords are getting eaten up in the LLM 00:44:38.000 --> 00:44:41.270 align:start position:0% keywords are getting eaten up in the LLM world<00:44:38.880> And<00:44:39.119> so<00:44:40.079> the<00:44:40.400> only<00:44:40.640> way<00:44:40.800> for<00:44:41.040> paid 00:44:41.270 --> 00:44:41.280 align:start position:0% world And so the only way for paid 00:44:41.280 --> 00:44:44.230 align:start position:0% world And so the only way for paid search<00:44:41.599> to<00:44:41.760> work<00:44:41.920> and<00:44:42.160> to<00:44:42.319> get<00:44:43.280> found<00:44:43.760> is<00:44:44.079> to 00:44:44.230 --> 00:44:44.240 align:start position:0% search to work and to get found is to 00:44:44.240 --> 00:44:45.829 align:start position:0% search to work and to get found is to know<00:44:44.480> which<00:44:44.800> competitors<00:44:45.200> are<00:44:45.359> showing<00:44:45.520> up<00:44:45.599> in 00:44:45.829 --> 00:44:45.839 align:start position:0% know which competitors are showing up in 00:44:45.839 --> 00:44:47.190 align:start position:0% know which competitors are showing up in LLMs<00:44:46.319> and<00:44:46.480> then<00:44:46.640> making<00:44:46.800> sure<00:44:46.880> that<00:44:47.040> you're 00:44:47.190 --> 00:44:47.200 align:start position:0% LLMs and then making sure that you're 00:44:47.200 --> 00:44:48.630 align:start position:0% LLMs and then making sure that you're bidding<00:44:47.440> on<00:44:47.599> their<00:44:47.839> keywords<00:44:48.160> so<00:44:48.319> that<00:44:48.480> you're 00:44:48.630 --> 00:44:48.640 align:start position:0% bidding on their keywords so that you're 00:44:48.640 --> 00:44:50.069 align:start position:0% bidding on their keywords so that you're showing<00:44:48.800> up<00:44:48.880> in<00:44:49.119> relation<00:44:49.280> to<00:44:49.440> them<00:44:49.680> So<00:44:49.760> it's<00:44:49.920> a 00:44:50.069 --> 00:44:50.079 align:start position:0% showing up in relation to them So it's a 00:44:50.079 --> 00:44:52.069 align:start position:0% showing up in relation to them So it's a really<00:44:50.240> great<00:44:50.480> strategy<00:44:51.359> but<00:44:51.599> if<00:44:51.760> you're<00:44:51.920> not 00:44:52.069 --> 00:44:52.079 align:start position:0% really great strategy but if you're not 00:44:52.079 --> 00:44:53.990 align:start position:0% really great strategy but if you're not bidding<00:44:52.319> on<00:44:52.480> your<00:44:52.640> keywords<00:44:53.200> I<00:44:53.359> guarantee<00:44:53.760> you 00:44:53.990 --> 00:44:54.000 align:start position:0% bidding on your keywords I guarantee you 00:44:54.000 --> 00:44:57.750 align:start position:0% bidding on your keywords I guarantee you someone<00:44:54.400> else<00:44:54.880> might<00:44:55.119> be<00:44:55.520> So<00:44:55.760> yes<00:44:56.480> for<00:44:56.720> sure<00:44:57.520> to 00:44:57.750 --> 00:44:57.760 align:start position:0% someone else might be So yes for sure to 00:44:57.760 --> 00:45:00.630 align:start position:0% someone else might be So yes for sure to that<00:44:58.400> And<00:44:58.640> then<00:44:58.880> you<00:44:59.119> can<00:44:59.280> also<00:44:59.520> measure<00:45:00.240> um<00:45:00.400> in 00:45:00.630 --> 00:45:00.640 align:start position:0% that And then you can also measure um in 00:45:00.640 --> 00:45:03.910 align:start position:0% that And then you can also measure um in terms<00:45:00.880> of<00:45:02.160> um<00:45:02.560> performance<00:45:03.280> in<00:45:03.440> terms<00:45:03.599> of<00:45:03.760> your 00:45:03.910 --> 00:45:03.920 align:start position:0% terms of um performance in terms of your 00:45:03.920 --> 00:45:05.910 align:start position:0% terms of um performance in terms of your if<00:45:04.160> you're<00:45:04.319> getting<00:45:04.560> brand<00:45:04.920> recognition 00:45:05.910 --> 00:45:05.920 align:start position:0% if you're getting brand recognition 00:45:05.920 --> 00:45:08.630 align:start position:0% if you're getting brand recognition search<00:45:06.319> volume<00:45:07.280> impression<00:45:07.760> volume<00:45:08.240> against 00:45:08.630 --> 00:45:08.640 align:start position:0% search volume impression volume against 00:45:08.640 --> 00:45:10.870 align:start position:0% search volume impression volume against your<00:45:08.880> branded<00:45:09.359> keyword<00:45:10.079> both<00:45:10.400> organically 00:45:10.870 --> 00:45:10.880 align:start position:0% your branded keyword both organically 00:45:10.880 --> 00:45:12.710 align:start position:0% your branded keyword both organically and<00:45:11.119> from<00:45:11.280> a<00:45:11.440> paid<00:45:11.680> perspective<00:45:12.079> to<00:45:12.319> give<00:45:12.480> that 00:45:12.710 --> 00:45:12.720 align:start position:0% and from a paid perspective to give that 00:45:12.720 --> 00:45:15.030 align:start position:0% and from a paid perspective to give that leading<00:45:13.040> indicator<00:45:13.440> of<00:45:13.680> or<00:45:14.640> lagging 00:45:15.030 --> 00:45:15.040 align:start position:0% leading indicator of or lagging 00:45:15.040 --> 00:45:18.069 align:start position:0% leading indicator of or lagging indicator<00:45:15.520> rather<00:45:16.160> of<00:45:16.560> are<00:45:16.880> more<00:45:17.119> people<00:45:17.839> in 00:45:18.069 --> 00:45:18.079 align:start position:0% indicator rather of are more people in 00:45:18.079 --> 00:45:19.510 align:start position:0% indicator rather of are more people in market<00:45:18.400> for<00:45:18.640> you<00:45:18.800> because<00:45:19.040> you're<00:45:19.200> doing<00:45:19.359> a 00:45:19.510 --> 00:45:19.520 align:start position:0% market for you because you're doing a 00:45:19.520 --> 00:45:21.829 align:start position:0% market for you because you're doing a good<00:45:19.680> job<00:45:19.760> of<00:45:20.000> building<00:45:20.480> brand<00:45:20.960> So<00:45:21.440> slightly 00:45:21.829 --> 00:45:21.839 align:start position:0% good job of building brand So slightly 00:45:21.839 --> 00:45:23.589 align:start position:0% good job of building brand So slightly two<00:45:22.079> different<00:45:22.240> conversations<00:45:22.720> but<00:45:23.040> yes<00:45:23.440> to 00:45:23.589 --> 00:45:23.599 align:start position:0% two different conversations but yes to 00:45:23.599 --> 00:45:26.230 align:start position:0% two different conversations but yes to both<00:45:23.839> of<00:45:24.000> them<00:45:24.480> I<00:45:24.720> am<00:45:24.880> here<00:45:25.359> for<00:45:25.599> it<00:45:25.920> Like<00:45:26.079> I 00:45:26.230 --> 00:45:26.240 align:start position:0% both of them I am here for it Like I 00:45:26.240 --> 00:45:28.069 align:start position:0% both of them I am here for it Like I said<00:45:26.400> Arpine<00:45:26.960> I<00:45:27.200> could<00:45:27.359> literally<00:45:27.760> hang<00:45:27.920> out 00:45:28.069 --> 00:45:28.079 align:start position:0% said Arpine I could literally hang out 00:45:28.079 --> 00:45:30.790 align:start position:0% said Arpine I could literally hang out with<00:45:28.160> you<00:45:28.400> I<00:45:28.560> was<00:45:28.640> so<00:45:29.359> h<00:45:29.760> I<00:45:29.920> was<00:45:30.079> so<00:45:30.240> excited<00:45:30.480> to 00:45:30.790 --> 00:45:30.800 align:start position:0% with you I was so h I was so excited to 00:45:30.800 --> 00:45:32.309 align:start position:0% with you I was so h I was so excited to like<00:45:30.960> I'm<00:45:31.040> gonna<00:45:31.280> ask<00:45:31.359> Arpine<00:45:31.760> on<00:45:31.920> my<00:45:32.079> show 00:45:32.309 --> 00:45:32.319 align:start position:0% like I'm gonna ask Arpine on my show 00:45:32.319 --> 00:45:34.630 align:start position:0% like I'm gonna ask Arpine on my show This<00:45:32.480> is<00:45:32.680> really<00:45:33.680> nerve-wracking<00:45:34.240> but<00:45:34.400> I 00:45:34.630 --> 00:45:34.640 align:start position:0% This is really nerve-wracking but I 00:45:34.640 --> 00:45:36.390 align:start position:0% This is really nerve-wracking but I really<00:45:34.720> would<00:45:34.880> love<00:45:35.200> because<00:45:35.440> I<00:45:35.680> could<00:45:36.000> just 00:45:36.390 --> 00:45:36.400 align:start position:0% really would love because I could just 00:45:36.400 --> 00:45:38.309 align:start position:0% really would love because I could just keep<00:45:36.640> asking<00:45:37.280> questions<00:45:37.760> I<00:45:37.920> don't<00:45:38.079> normally 00:45:38.309 --> 00:45:38.319 align:start position:0% keep asking questions I don't normally 00:45:38.319 --> 00:45:40.069 align:start position:0% keep asking questions I don't normally do<00:45:38.480> such<00:45:38.800> rapid<00:45:39.119> fire<00:45:39.440> It's<00:45:39.680> a<00:45:39.839> little<00:45:39.920> bit 00:45:40.069 --> 00:45:40.079 align:start position:0% do such rapid fire It's a little bit 00:45:40.079 --> 00:45:42.150 align:start position:0% do such rapid fire It's a little bit more<00:45:40.240> conversational<00:45:40.960> but<00:45:41.280> I<00:45:41.520> just<00:45:41.680> had<00:45:41.839> a<00:45:42.000> lot 00:45:42.150 --> 00:45:42.160 align:start position:0% more conversational but I just had a lot 00:45:42.160 --> 00:45:43.910 align:start position:0% more conversational but I just had a lot of<00:45:42.319> questions<00:45:42.720> So<00:45:42.960> thank<00:45:43.119> you<00:45:43.280> for<00:45:43.520> bearing 00:45:43.910 --> 00:45:43.920 align:start position:0% of questions So thank you for bearing 00:45:43.920 --> 00:45:46.309 align:start position:0% of questions So thank you for bearing with<00:45:44.079> me<00:45:44.319> and<00:45:44.640> answering<00:45:45.520> all<00:45:45.760> of<00:45:45.839> them<00:45:46.079> If 00:45:46.309 --> 00:45:46.319 align:start position:0% with me and answering all of them If 00:45:46.319 --> 00:45:48.710 align:start position:0% with me and answering all of them If people<00:45:46.640> have<00:45:46.880> more<00:45:47.119> questions<00:45:47.440> like<00:45:47.680> I<00:45:47.839> do<00:45:48.400> and 00:45:48.710 --> 00:45:48.720 align:start position:0% people have more questions like I do and 00:45:48.720 --> 00:45:50.470 align:start position:0% people have more questions like I do and want<00:45:48.880> to<00:45:49.040> learn<00:45:49.200> more<00:45:49.440> about<00:45:49.760> Threat<00:45:50.160> Connect 00:45:50.470 --> 00:45:50.480 align:start position:0% want to learn more about Threat Connect 00:45:50.480 --> 00:45:53.510 align:start position:0% want to learn more about Threat Connect and<00:45:50.800> what<00:45:51.040> you<00:45:51.280> do<00:45:51.440> in<00:45:51.760> relation<00:45:52.079> to<00:45:52.720> data<00:45:53.119> and 00:45:53.510 --> 00:45:53.520 align:start position:0% and what you do in relation to data and 00:45:53.520 --> 00:45:56.230 align:start position:0% and what you do in relation to data and KPIs<00:45:54.319> and<00:45:54.800> measuring<00:45:55.280> performance<00:45:55.839> where<00:45:56.079> can 00:45:56.230 --> 00:45:56.240 align:start position:0% KPIs and measuring performance where can 00:45:56.240 --> 00:46:00.710 align:start position:0% KPIs and measuring performance where can they<00:45:56.400> find<00:45:56.560> you<00:45:57.920> Um<00:45:58.480> well<00:45:58.800> LinkedIn<00:45:59.520> Um<00:45:59.920> I<00:46:00.160> I<00:46:00.560> go 00:46:00.710 --> 00:46:00.720 align:start position:0% they find you Um well LinkedIn Um I I go 00:46:00.720 --> 00:46:02.230 align:start position:0% they find you Um well LinkedIn Um I I go through<00:46:00.960> phases<00:46:01.280> on<00:46:01.520> LinkedIn<00:46:01.839> When<00:46:02.000> it's 00:46:02.230 --> 00:46:02.240 align:start position:0% through phases on LinkedIn When it's 00:46:02.240 --> 00:46:04.710 align:start position:0% through phases on LinkedIn When it's super<00:46:02.560> busy<00:46:02.880> I<00:46:03.119> post<00:46:03.520> and<00:46:03.760> then<00:46:04.160> uh<00:46:04.319> sorry<00:46:04.560> when 00:46:04.710 --> 00:46:04.720 align:start position:0% super busy I post and then uh sorry when 00:46:04.720 --> 00:46:08.150 align:start position:0% super busy I post and then uh sorry when it's<00:46:04.960> super<00:46:05.200> busy<00:46:05.440> I<00:46:05.680> don't<00:46:05.920> post<00:46:06.720> um<00:46:07.359> and 00:46:08.150 --> 00:46:08.160 align:start position:0% it's super busy I don't post um and 00:46:08.160 --> 00:46:10.470 align:start position:0% it's super busy I don't post um and honestly<00:46:08.640> don't<00:46:08.880> check<00:46:09.200> messages<00:46:09.680> that<00:46:10.000> well 00:46:10.470 --> 00:46:10.480 align:start position:0% honestly don't check messages that well 00:46:10.480 --> 00:46:13.270 align:start position:0% honestly don't check messages that well but<00:46:10.960> most<00:46:11.280> of<00:46:11.359> the<00:46:11.599> time<00:46:12.000> I<00:46:12.319> am<00:46:12.560> there<00:46:12.880> and<00:46:13.119> I 00:46:13.270 --> 00:46:13.280 align:start position:0% but most of the time I am there and I 00:46:13.280 --> 00:46:15.109 align:start position:0% but most of the time I am there and I post<00:46:13.599> occasionally<00:46:14.079> and<00:46:14.400> I<00:46:14.560> do<00:46:14.720> check<00:46:14.880> my 00:46:15.109 --> 00:46:15.119 align:start position:0% post occasionally and I do check my 00:46:15.119 --> 00:46:16.790 align:start position:0% post occasionally and I do check my messages<00:46:15.520> and<00:46:15.760> that's<00:46:16.000> probably<00:46:16.240> the<00:46:16.560> best 00:46:16.790 --> 00:46:16.800 align:start position:0% messages and that's probably the best 00:46:16.800 --> 00:46:20.430 align:start position:0% messages and that's probably the best way<00:46:17.040> to<00:46:17.599> reach<00:46:17.920> me<00:46:18.800> Um<00:46:19.280> if<00:46:19.599> you<00:46:19.920> have<00:46:20.079> any 00:46:20.430 --> 00:46:20.440 align:start position:0% way to reach me Um if you have any 00:46:20.440 --> 00:46:23.910 align:start position:0% way to reach me Um if you have any questions<00:46:21.599> um<00:46:21.839> and<00:46:22.160> then<00:46:22.880> yeah<00:46:23.440> threat 00:46:23.910 --> 00:46:23.920 align:start position:0% questions um and then yeah threat 00:46:23.920 --> 00:46:27.030 align:start position:0% questions um and then yeah threat connect<00:46:24.400> website<00:46:24.880> thre<00:46:25.800> threconnect.com<00:46:26.800> we 00:46:27.030 --> 00:46:27.040 align:start position:0% connect website thre threconnect.com we 00:46:27.040 --> 00:46:31.430 align:start position:0% connect website thre threconnect.com we have<00:46:27.359> some<00:46:28.079> uh<00:46:28.359> great<00:46:29.520> uh<00:46:29.839> chat<00:46:30.480> options<00:46:31.119> as 00:46:31.430 --> 00:46:31.440 align:start position:0% have some uh great uh chat options as 00:46:31.440 --> 00:46:34.630 align:start position:0% have some uh great uh chat options as well<00:46:31.599> as<00:46:32.400> uh<00:46:32.880> demo<00:46:33.280> requests<00:46:33.760> and<00:46:34.079> ways<00:46:34.400> to 00:46:34.630 --> 00:46:34.640 align:start position:0% well as uh demo requests and ways to 00:46:34.640 --> 00:46:36.950 align:start position:0% well as uh demo requests and ways to contact<00:46:35.040> us<00:46:35.760> And<00:46:36.000> also<00:46:36.319> if<00:46:36.480> you<00:46:36.640> are<00:46:36.800> a 00:46:36.950 --> 00:46:36.960 align:start position:0% contact us And also if you are a 00:46:36.960 --> 00:46:39.589 align:start position:0% contact us And also if you are a marketer<00:46:37.359> and<00:46:37.599> you<00:46:37.760> have<00:46:37.920> any<00:46:38.480> thoughts<00:46:38.880> about 00:46:39.589 --> 00:46:39.599 align:start position:0% marketer and you have any thoughts about 00:46:39.599 --> 00:46:43.109 align:start position:0% marketer and you have any thoughts about like<00:46:39.920> what<00:46:40.240> we<00:46:40.560> talked<00:46:40.880> about<00:46:41.119> or<00:46:41.440> any<00:46:42.560> um 00:46:43.109 --> 00:46:43.119 align:start position:0% like what we talked about or any um 00:46:43.119 --> 00:46:45.670 align:start position:0% like what we talked about or any um anything<00:46:43.520> you<00:46:43.760> think<00:46:44.000> we<00:46:44.240> could<00:46:44.480> improve<00:46:44.960> on 00:46:45.670 --> 00:46:45.680 align:start position:0% anything you think we could improve on 00:46:45.680 --> 00:46:48.790 align:start position:0% anything you think we could improve on together<00:46:46.720> um<00:46:47.520> definitely<00:46:47.920> reach<00:46:48.160> out<00:46:48.400> I<00:46:48.640> do 00:46:48.790 --> 00:46:48.800 align:start position:0% together um definitely reach out I do 00:46:48.800 --> 00:46:51.270 align:start position:0% together um definitely reach out I do want<00:46:48.880> to<00:46:48.960> add<00:46:49.200> one<00:46:49.440> more<00:46:49.599> thing<00:46:50.640> uh<00:46:50.880> because 00:46:51.270 --> 00:46:51.280 align:start position:0% want to add one more thing uh because 00:46:51.280 --> 00:46:54.150 align:start position:0% want to add one more thing uh because you<00:46:51.599> mentioned<00:46:52.400> uh<00:46:52.640> we<00:46:53.119> had<00:46:53.359> this<00:46:53.599> talk<00:46:53.839> with 00:46:54.150 --> 00:46:54.160 align:start position:0% you mentioned uh we had this talk with 00:46:54.160 --> 00:46:57.589 align:start position:0% you mentioned uh we had this talk with our<00:46:54.400> CMO<00:46:54.960> Charles<00:46:55.599> at<00:46:55.920> cyber<00:46:56.319> marketing<00:46:57.200> uh 00:46:57.589 --> 00:46:57.599 align:start position:0% our CMO Charles at cyber marketing uh 00:46:57.599 --> 00:47:00.069 align:start position:0% our CMO Charles at cyber marketing uh conference<00:46:58.079> last<00:46:58.400> year<00:46:58.960> We<00:46:59.280> actually<00:46:59.599> have<00:46:59.839> a 00:47:00.069 --> 00:47:00.079 align:start position:0% conference last year We actually have a 00:47:00.079 --> 00:47:03.589 align:start position:0% conference last year We actually have a monthly<00:47:01.200> uh<00:47:01.560> session<00:47:02.560> within<00:47:02.960> the<00:47:03.200> cyber 00:47:03.589 --> 00:47:03.599 align:start position:0% monthly uh session within the cyber 00:47:03.599 --> 00:47:05.910 align:start position:0% monthly uh session within the cyber security<00:47:04.079> marketing<00:47:04.640> society<00:47:05.119> where<00:47:05.440> we<00:47:05.680> talk 00:47:05.910 --> 00:47:05.920 align:start position:0% security marketing society where we talk 00:47:05.920 --> 00:47:09.349 align:start position:0% security marketing society where we talk about<00:47:06.640> funnel<00:47:07.119> metrics<00:47:07.760> and<00:47:08.079> all<00:47:08.400> things<00:47:09.040> that 00:47:09.349 --> 00:47:09.359 align:start position:0% about funnel metrics and all things that 00:47:09.359 --> 00:47:12.150 align:start position:0% about funnel metrics and all things that might<00:47:09.599> be<00:47:10.560> bothering<00:47:11.200> people<00:47:11.520> or<00:47:11.760> that<00:47:12.000> they 00:47:12.150 --> 00:47:12.160 align:start position:0% might be bothering people or that they 00:47:12.160 --> 00:47:13.990 align:start position:0% might be bothering people or that they just<00:47:12.319> want<00:47:12.480> to<00:47:12.640> vent<00:47:12.960> about<00:47:13.280> in<00:47:13.680> cyber 00:47:13.990 --> 00:47:14.000 align:start position:0% just want to vent about in cyber 00:47:14.000 --> 00:47:16.550 align:start position:0% just want to vent about in cyber security<00:47:14.480> demand<00:47:14.960> genen<00:47:15.760> uh<00:47:15.920> through<00:47:16.240> cyber 00:47:16.550 --> 00:47:16.560 align:start position:0% security demand genen uh through cyber 00:47:16.560 --> 00:47:19.030 align:start position:0% security demand genen uh through cyber security<00:47:17.040> marketing<00:47:17.520> society<00:47:18.160> So<00:47:18.400> if<00:47:18.560> if<00:47:18.880> you 00:47:19.030 --> 00:47:19.040 align:start position:0% security marketing society So if if you 00:47:19.040 --> 00:47:21.109 align:start position:0% security marketing society So if if you are<00:47:19.200> a<00:47:19.359> cyber<00:47:19.760> security<00:47:20.240> marketer<00:47:20.640> and<00:47:20.960> want 00:47:21.109 --> 00:47:21.119 align:start position:0% are a cyber security marketer and want 00:47:21.119 --> 00:47:24.309 align:start position:0% are a cyber security marketer and want to<00:47:21.280> join<00:47:21.680> those<00:47:22.000> sessions<00:47:23.200> um<00:47:23.760> let<00:47:24.000> me<00:47:24.079> know 00:47:24.309 --> 00:47:24.319 align:start position:0% to join those sessions um let me know 00:47:24.319 --> 00:47:26.630 align:start position:0% to join those sessions um let me know because<00:47:24.640> I<00:47:24.960> can<00:47:25.119> definitely<00:47:25.839> get<00:47:26.079> you<00:47:26.319> signed 00:47:26.630 --> 00:47:26.640 align:start position:0% because I can definitely get you signed 00:47:26.640 --> 00:47:28.069 align:start position:0% because I can definitely get you signed up<00:47:26.800> for<00:47:26.960> that 00:47:28.069 --> 00:47:28.079 align:start position:0% up for that 00:47:28.079 --> 00:47:31.190 align:start position:0% up for that Oh<00:47:28.319> that's<00:47:28.640> so<00:47:29.000> cool<00:47:30.000> Oh<00:47:30.560> I<00:47:30.800> have<00:47:30.880> the<00:47:31.040> worst 00:47:31.190 --> 00:47:31.200 align:start position:0% Oh that's so cool Oh I have the worst 00:47:31.200 --> 00:47:34.230 align:start position:0% Oh that's so cool Oh I have the worst FOMO<00:47:31.599> ever<00:47:32.000> That<00:47:32.160> is<00:47:32.319> amazing<00:47:33.280> Um<00:47:33.839> we<00:47:34.079> will 00:47:34.230 --> 00:47:34.240 align:start position:0% FOMO ever That is amazing Um we will 00:47:34.240 --> 00:47:35.750 align:start position:0% FOMO ever That is amazing Um we will drop<00:47:34.400> all<00:47:34.560> the<00:47:34.720> links<00:47:34.880> to<00:47:35.040> all<00:47:35.200> the<00:47:35.359> things<00:47:35.599> If 00:47:35.750 --> 00:47:35.760 align:start position:0% drop all the links to all the things If 00:47:35.760 --> 00:47:38.309 align:start position:0% drop all the links to all the things If you<00:47:35.920> are<00:47:36.160> a<00:47:36.400> marketer<00:47:36.800> in<00:47:37.040> cyber<00:47:37.680> and<00:47:37.920> you<00:47:38.160> are 00:47:38.309 --> 00:47:38.319 align:start position:0% you are a marketer in cyber and you are 00:47:38.319 --> 00:47:41.109 align:start position:0% you are a marketer in cyber and you are not<00:47:38.480> in<00:47:38.720> the<00:47:38.960> cyber<00:47:39.440> marketing<00:47:40.079> society<00:47:40.960> you 00:47:41.109 --> 00:47:41.119 align:start position:0% not in the cyber marketing society you 00:47:41.119 --> 00:47:43.109 align:start position:0% not in the cyber marketing society you should<00:47:41.280> go<00:47:41.440> sign<00:47:41.599> up<00:47:41.920> immediately<00:47:42.560> and<00:47:42.880> then 00:47:43.109 --> 00:47:43.119 align:start position:0% should go sign up immediately and then 00:47:43.119 --> 00:47:44.710 align:start position:0% should go sign up immediately and then contact<00:47:43.520> Arpine<00:47:44.000> and<00:47:44.079> tell<00:47:44.160> her<00:47:44.400> you<00:47:44.560> want<00:47:44.640> to 00:47:44.710 --> 00:47:44.720 align:start position:0% contact Arpine and tell her you want to 00:47:44.720 --> 00:47:46.870 align:start position:0% contact Arpine and tell her you want to join<00:47:44.880> this<00:47:45.119> thing<00:47:45.680> and<00:47:45.839> and<00:47:46.160> then<00:47:46.400> tell<00:47:46.560> me<00:47:46.720> you 00:47:46.870 --> 00:47:46.880 align:start position:0% join this thing and and then tell me you 00:47:46.880 --> 00:47:48.550 align:start position:0% join this thing and and then tell me you joined<00:47:47.040> that<00:47:47.200> thing<00:47:47.440> so<00:47:47.680> I<00:47:47.839> can<00:47:48.000> be<00:47:48.079> a<00:47:48.240> fly<00:47:48.400> on 00:47:48.550 --> 00:47:48.560 align:start position:0% joined that thing so I can be a fly on 00:47:48.560 --> 00:47:51.670 align:start position:0% joined that thing so I can be a fly on the<00:47:48.720> wall<00:47:48.880> and<00:47:49.040> pick<00:47:49.200> your<00:47:49.359> brain<00:47:50.359> Um<00:47:51.359> last 00:47:51.670 --> 00:47:51.680 align:start position:0% the wall and pick your brain Um last 00:47:51.680 --> 00:47:53.190 align:start position:0% the wall and pick your brain Um last question<00:47:51.920> for<00:47:52.160> you<00:47:52.400> because<00:47:52.640> you<00:47:52.800> are<00:47:52.960> more 00:47:53.190 --> 00:47:53.200 align:start position:0% question for you because you are more 00:47:53.200 --> 00:47:56.790 align:start position:0% question for you because you are more than<00:47:53.359> a<00:47:53.520> marketer<00:47:54.400> Uh<00:47:55.160> and<00:47:56.160> we<00:47:56.400> all<00:47:56.560> need<00:47:56.640> a 00:47:56.790 --> 00:47:56.800 align:start position:0% than a marketer Uh and we all need a 00:47:56.800 --> 00:47:58.309 align:start position:0% than a marketer Uh and we all need a little<00:47:56.960> joy<00:47:57.200> in<00:47:57.359> our<00:47:57.520> lives<00:47:57.680> right<00:47:57.839> now<00:47:58.079> Spring 00:47:58.309 --> 00:47:58.319 align:start position:0% little joy in our lives right now Spring 00:47:58.319 --> 00:48:01.829 align:start position:0% little joy in our lives right now Spring is<00:47:58.480> here<00:47:58.880> Summer<00:47:59.119> is<00:48:00.000> weeks<00:48:00.400> away<00:48:01.200> What<00:48:01.520> is 00:48:01.829 --> 00:48:01.839 align:start position:0% is here Summer is weeks away What is 00:48:01.839 --> 00:48:05.670 align:start position:0% is here Summer is weeks away What is currently<00:48:02.319> bringing<00:48:02.720> you<00:48:02.960> joy<00:48:03.760> outside<00:48:04.680> of 00:48:05.670 --> 00:48:05.680 align:start position:0% currently bringing you joy outside of 00:48:05.680 --> 00:48:07.589 align:start position:0% currently bringing you joy outside of work 00:48:07.589 --> 00:48:07.599 align:start position:0% work 00:48:07.599 --> 00:48:10.950 align:start position:0% work Um<00:48:08.319> so<00:48:08.640> two<00:48:08.960> things<00:48:09.280> I<00:48:09.599> want<00:48:09.680> to<00:48:09.839> mention<00:48:10.480> Uh 00:48:10.950 --> 00:48:10.960 align:start position:0% Um so two things I want to mention Uh 00:48:10.960 --> 00:48:15.349 align:start position:0% Um so two things I want to mention Uh one<00:48:11.280> thing<00:48:11.599> is<00:48:12.000> my<00:48:12.480> dog<00:48:13.280> Um<00:48:14.079> I<00:48:14.720> absolutely 00:48:15.349 --> 00:48:15.359 align:start position:0% one thing is my dog Um I absolutely 00:48:15.359 --> 00:48:19.670 align:start position:0% one thing is my dog Um I absolutely adore<00:48:15.760> her<00:48:16.240> She<00:48:16.880> is<00:48:17.599> uh<00:48:17.839> a<00:48:18.079> cyber<00:48:18.960> cyber<00:48:19.359> dog 00:48:19.670 --> 00:48:19.680 align:start position:0% adore her She is uh a cyber cyber dog 00:48:19.680 --> 00:48:21.510 align:start position:0% adore her She is uh a cyber cyber dog because<00:48:19.839> I<00:48:20.079> adopted<00:48:20.560> her<00:48:20.720> after<00:48:21.040> meeting<00:48:21.359> her 00:48:21.510 --> 00:48:21.520 align:start position:0% because I adopted her after meeting her 00:48:21.520 --> 00:48:25.430 align:start position:0% because I adopted her after meeting her at<00:48:21.720> RSA<00:48:22.720> two<00:48:22.960> years<00:48:23.200> ago<00:48:24.000> Uh<00:48:24.400> so<00:48:24.640> there<00:48:24.880> is<00:48:25.040> a 00:48:25.430 --> 00:48:25.440 align:start position:0% at RSA two years ago Uh so there is a 00:48:25.440 --> 00:48:28.390 align:start position:0% at RSA two years ago Uh so there is a fun<00:48:25.680> story<00:48:26.000> there<00:48:26.640> Um<00:48:27.359> but<00:48:27.599> I<00:48:27.839> met<00:48:28.000> her<00:48:28.160> there 00:48:28.390 --> 00:48:28.400 align:start position:0% fun story there Um but I met her there 00:48:28.400 --> 00:48:30.549 align:start position:0% fun story there Um but I met her there as<00:48:28.559> a<00:48:28.720> puppy<00:48:29.119> that<00:48:29.359> some<00:48:29.599> booth<00:48:29.920> had<00:48:30.160> puppies 00:48:30.549 --> 00:48:30.559 align:start position:0% as a puppy that some booth had puppies 00:48:30.559 --> 00:48:32.230 align:start position:0% as a puppy that some booth had puppies in<00:48:30.720> their<00:48:30.880> booth<00:48:31.200> and<00:48:31.440> I<00:48:31.599> just<00:48:31.760> fell<00:48:31.920> in<00:48:32.079> love 00:48:32.230 --> 00:48:32.240 align:start position:0% in their booth and I just fell in love 00:48:32.240 --> 00:48:35.750 align:start position:0% in their booth and I just fell in love and<00:48:32.480> now<00:48:32.640> she's<00:48:32.880> my<00:48:33.119> dog<00:48:33.760> So<00:48:34.079> she<00:48:34.640> is<00:48:35.040> awesome<00:48:35.520> I 00:48:35.750 --> 00:48:35.760 align:start position:0% and now she's my dog So she is awesome I 00:48:35.760 --> 00:48:38.069 align:start position:0% and now she's my dog So she is awesome I love<00:48:36.400> playing<00:48:36.720> with<00:48:36.880> her<00:48:37.119> and<00:48:37.520> spending<00:48:37.920> time 00:48:38.069 --> 00:48:38.079 align:start position:0% love playing with her and spending time 00:48:38.079 --> 00:48:40.549 align:start position:0% love playing with her and spending time with<00:48:38.240> her<00:48:38.400> in<00:48:38.640> all<00:48:38.880> kinds<00:48:39.040> of<00:48:39.200> ways<00:48:39.920> Um<00:48:40.319> the 00:48:40.549 --> 00:48:40.559 align:start position:0% with her in all kinds of ways Um the 00:48:40.559 --> 00:48:42.309 align:start position:0% with her in all kinds of ways Um the second<00:48:40.800> thing<00:48:40.960> is<00:48:41.200> board<00:48:41.520> games<00:48:41.839> You<00:48:42.000> can<00:48:42.160> see 00:48:42.309 --> 00:48:42.319 align:start position:0% second thing is board games You can see 00:48:42.319 --> 00:48:45.510 align:start position:0% second thing is board games You can see some<00:48:42.480> of<00:48:42.640> them<00:48:43.359> uh<00:48:43.599> behind<00:48:44.000> me<00:48:44.640> and<00:48:44.880> it<00:48:45.119> is<00:48:45.280> kind 00:48:45.510 --> 00:48:45.520 align:start position:0% some of them uh behind me and it is kind 00:48:45.520 --> 00:48:47.750 align:start position:0% some of them uh behind me and it is kind of<00:48:45.599> a<00:48:45.760> nerdy<00:48:46.160> thing<00:48:46.400> but<00:48:46.880> actually<00:48:47.200> a<00:48:47.440> direct 00:48:47.750 --> 00:48:47.760 align:start position:0% of a nerdy thing but actually a direct 00:48:47.760 --> 00:48:50.150 align:start position:0% of a nerdy thing but actually a direct parallel<00:48:48.160> to<00:48:48.400> marketing<00:48:48.880> because<00:48:49.119> just<00:48:49.359> like 00:48:50.150 --> 00:48:50.160 align:start position:0% parallel to marketing because just like 00:48:50.160 --> 00:48:51.829 align:start position:0% parallel to marketing because just like you<00:48:50.319> know<00:48:50.480> we<00:48:50.640> have<00:48:50.720> a<00:48:50.960> goal<00:48:51.280> we're<00:48:51.520> trying<00:48:51.680> to 00:48:51.829 --> 00:48:51.839 align:start position:0% you know we have a goal we're trying to 00:48:51.839 --> 00:48:53.349 align:start position:0% you know we have a goal we're trying to figure<00:48:52.000> out<00:48:52.240> how<00:48:52.400> to<00:48:52.559> get<00:48:52.640> there<00:48:53.040> That's<00:48:53.280> kind 00:48:53.349 --> 00:48:53.359 align:start position:0% figure out how to get there That's kind 00:48:53.359 --> 00:48:56.470 align:start position:0% figure out how to get there That's kind of<00:48:53.440> the<00:48:53.680> same<00:48:53.839> in<00:48:54.000> in<00:48:54.480> board<00:48:54.800> games<00:48:55.680> Um<00:48:56.079> so<00:48:56.240> it 00:48:56.470 --> 00:48:56.480 align:start position:0% of the same in in board games Um so it 00:48:56.480 --> 00:48:58.950 align:start position:0% of the same in in board games Um so it is<00:48:56.640> nice<00:48:56.880> to<00:48:57.359> exercise<00:48:58.000> the<00:48:58.319> brain<00:48:58.559> in<00:48:58.800> the 00:48:58.950 --> 00:48:58.960 align:start position:0% is nice to exercise the brain in the 00:48:58.960 --> 00:49:00.390 align:start position:0% is nice to exercise the brain in the same<00:48:59.119> way<00:48:59.359> but<00:48:59.599> doing<00:48:59.839> something<00:49:00.079> a<00:49:00.319> little 00:49:00.390 --> 00:49:00.400 align:start position:0% same way but doing something a little 00:49:00.400 --> 00:49:02.589 align:start position:0% same way but doing something a little bit<00:49:00.559> more 00:49:02.589 --> 00:49:02.599 align:start position:0% bit more 00:49:02.599 --> 00:49:05.349 align:start position:0% bit more fun<00:49:03.599> We<00:49:03.839> love<00:49:04.000> board<00:49:04.319> games<00:49:04.640> don't<00:49:04.800> we<00:49:04.960> Elijah 00:49:05.349 --> 00:49:05.359 align:start position:0% fun We love board games don't we Elijah 00:49:05.359 --> 00:49:06.870 align:start position:0% fun We love board games don't we Elijah We<00:49:05.520> had<00:49:05.599> a<00:49:05.760> whole<00:49:05.920> conversation<00:49:06.400> last<00:49:06.720> week 00:49:06.870 --> 00:49:06.880 align:start position:0% We had a whole conversation last week 00:49:06.880 --> 00:49:09.030 align:start position:0% We had a whole conversation last week with<00:49:07.200> our<00:49:07.520> previous<00:49:07.839> guest<00:49:08.240> Mark<00:49:08.640> all<00:49:08.800> about 00:49:09.030 --> 00:49:09.040 align:start position:0% with our previous guest Mark all about 00:49:09.040 --> 00:49:12.069 align:start position:0% with our previous guest Mark all about board<00:49:09.359> games<00:49:09.680> because<00:49:10.160> yes<00:49:10.640> they<00:49:10.960> are<00:49:11.839> they 00:49:12.069 --> 00:49:12.079 align:start position:0% board games because yes they are they 00:49:12.079 --> 00:49:15.270 align:start position:0% board games because yes they are they are<00:49:12.319> joy<00:49:12.800> They're<00:49:13.119> absolute<00:49:14.319> absolute<00:49:14.720> joy<00:49:15.040> I 00:49:15.270 --> 00:49:15.280 align:start position:0% are joy They're absolute absolute joy I 00:49:15.280 --> 00:49:17.150 align:start position:0% are joy They're absolute absolute joy I think<00:49:15.359> we're<00:49:15.520> going<00:49:15.599> to<00:49:15.680> have<00:49:15.839> to<00:49:16.000> have<00:49:16.160> like<00:49:16.400> a 00:49:17.150 --> 00:49:17.160 align:start position:0% think we're going to have to have like a 00:49:17.160 --> 00:49:22.549 align:start position:0% think we're going to have to have like a a<00:49:18.160> virtual<00:49:18.720> board<00:49:19.119> game<00:49:20.200> pow-wow<00:49:21.200> somehow<00:49:21.760> Yes 00:49:22.549 --> 00:49:22.559 align:start position:0% a virtual board game pow-wow somehow Yes 00:49:22.559 --> 00:49:24.710 align:start position:0% a virtual board game pow-wow somehow Yes It's<00:49:22.960> I've<00:49:23.280> I've<00:49:23.520> been<00:49:23.680> torn<00:49:24.160> between 00:49:24.710 --> 00:49:24.720 align:start position:0% It's I've I've been torn between 00:49:24.720 --> 00:49:27.030 align:start position:0% It's I've I've been torn between Dungeons<00:49:24.960> and<00:49:25.200> Dragons<00:49:25.760> and<00:49:26.240> board<00:49:26.480> games<00:49:26.880> So 00:49:27.030 --> 00:49:27.040 align:start position:0% Dungeons and Dragons and board games So 00:49:27.040 --> 00:49:29.430 align:start position:0% Dungeons and Dragons and board games So I<00:49:27.200> I'm<00:49:27.520> torn<00:49:27.920> I<00:49:28.160> want<00:49:28.319> to<00:49:28.400> do<00:49:28.559> it<00:49:28.720> all<00:49:28.880> but<00:49:29.280> uh 00:49:29.430 --> 00:49:29.440 align:start position:0% I I'm torn I want to do it all but uh 00:49:29.440 --> 00:49:31.190 align:start position:0% I I'm torn I want to do it all but uh we'll<00:49:29.760> have<00:49:29.839> to<00:49:30.319> re<00:49:30.400> bring<00:49:30.559> me<00:49:30.720> in<00:49:30.960> We'll 00:49:31.190 --> 00:49:31.200 align:start position:0% we'll have to re bring me in We'll 00:49:31.200 --> 00:49:32.630 align:start position:0% we'll have to re bring me in We'll figure<00:49:31.280> it<00:49:31.440> out<00:49:31.760> We'll<00:49:31.920> figure<00:49:32.079> it<00:49:32.160> out<00:49:32.480> We'll 00:49:32.630 --> 00:49:32.640 align:start position:0% figure it out We'll figure it out We'll 00:49:32.640 --> 00:49:34.870 align:start position:0% figure it out We'll figure it out We'll figure<00:49:32.800> out<00:49:33.920> All<00:49:34.000> right<00:49:34.240> Arpine<00:49:34.720> We're<00:49:34.800> going 00:49:34.870 --> 00:49:34.880 align:start position:0% figure out All right Arpine We're going 00:49:34.880 --> 00:49:36.390 align:start position:0% figure out All right Arpine We're going to<00:49:34.960> invite<00:49:35.200> you<00:49:35.359> to<00:49:35.520> our<00:49:35.760> next<00:49:35.920> board<00:49:36.160> game 00:49:36.390 --> 00:49:36.400 align:start position:0% to invite you to our next board game 00:49:36.400 --> 00:49:38.390 align:start position:0% to invite you to our next board game session<00:49:36.720> It's<00:49:36.880> going<00:49:36.960> to<00:49:37.040> be<00:49:37.200> brilliant<00:49:38.000> And 00:49:38.390 --> 00:49:38.400 align:start position:0% session It's going to be brilliant And 00:49:38.400 --> 00:49:40.950 align:start position:0% session It's going to be brilliant And uh<00:49:39.040> I'm<00:49:39.280> so<00:49:39.440> grateful<00:49:39.920> Thank<00:49:40.160> you<00:49:40.319> so<00:49:40.559> much<00:49:40.720> for 00:49:40.950 --> 00:49:40.960 align:start position:0% uh I'm so grateful Thank you so much for 00:49:40.960 --> 00:49:42.950 align:start position:0% uh I'm so grateful Thank you so much for joining<00:49:41.280> me<00:49:41.599> If<00:49:41.760> you<00:49:42.000> liked<00:49:42.240> this<00:49:42.559> episode 00:49:42.950 --> 00:49:42.960 align:start position:0% joining me If you liked this episode 00:49:42.960 --> 00:49:45.190 align:start position:0% joining me If you liked this episode please<00:49:43.200> like<00:49:43.520> subscribe<00:49:44.000> and<00:49:44.240> share<00:49:44.880> This 00:49:45.190 --> 00:49:45.200 align:start position:0% please like subscribe and share This 00:49:45.200 --> 00:49:46.790 align:start position:0% please like subscribe and share This episode<00:49:45.440> is<00:49:45.680> brought<00:49:45.839> to<00:49:45.920> you<00:49:46.079> by<00:49:46.240> MKG 00:49:46.790 --> 00:49:46.800 align:start position:0% episode is brought to you by MKG 00:49:46.800 --> 00:49:48.150 align:start position:0% episode is brought to you by MKG Marketing<00:49:47.200> the<00:49:47.359> digital<00:49:47.599> marketing<00:49:47.839> agency 00:49:48.150 --> 00:49:48.160 align:start position:0% Marketing the digital marketing agency 00:49:48.160 --> 00:49:50.069 align:start position:0% Marketing the digital marketing agency that<00:49:48.400> helps<00:49:48.800> complex<00:49:49.200> brands<00:49:49.520> like<00:49:49.760> cyber 00:49:50.069 --> 00:49:50.079 align:start position:0% that helps complex brands like cyber 00:49:50.079 --> 00:49:51.829 align:start position:0% that helps complex brands like cyber security<00:49:50.400> get<00:49:50.559> found<00:49:50.800> via<00:49:51.040> SEO<00:49:51.359> and<00:49:51.599> digital 00:49:51.829 --> 00:49:51.839 align:start position:0% security get found via SEO and digital 00:49:51.839 --> 00:49:53.750 align:start position:0% security get found via SEO and digital ads<00:49:52.319> Hosted<00:49:52.640> by<00:49:52.720> me<00:49:52.960> Carrie<00:49:53.200> Guard<00:49:53.440> CEO<00:49:53.599> and 00:49:53.750 --> 00:49:53.760 align:start position:0% ads Hosted by me Carrie Guard CEO and 00:49:53.760 --> 00:49:55.670 align:start position:0% ads Hosted by me Carrie Guard CEO and co-founder<00:49:54.079> of<00:49:54.160> MKG<00:49:54.640> Marketing<00:49:55.200> Music<00:49:55.520> mix 00:49:55.670 --> 00:49:55.680 align:start position:0% co-founder of MKG Marketing Music mix 00:49:55.680 --> 00:49:57.510 align:start position:0% co-founder of MKG Marketing Music mix and<00:49:55.839> mastering<00:49:56.240> done<00:49:56.480> by<00:49:56.559> the<00:49:56.800> amazing<00:49:57.119> Elijah 00:49:57.510 --> 00:49:57.520 align:start position:0% and mastering done by the amazing Elijah 00:49:57.520 --> 00:49:59.670 align:start position:0% and mastering done by the amazing Elijah Drown<00:49:58.000> my<00:49:58.240> podcast<00:49:58.800> sidekick<00:49:59.280> And<00:49:59.359> if<00:49:59.520> you'd 00:49:59.670 --> 00:49:59.680 align:start position:0% Drown my podcast sidekick And if you'd 00:49:59.680 --> 00:50:01.750 align:start position:0% Drown my podcast sidekick And if you'd like<00:49:59.760> to<00:49:59.839> be<00:50:00.000> a<00:50:00.160> guest<00:50:00.559> DM<00:50:00.880> me<00:50:01.280> I'd<00:50:01.520> love<00:50:01.599> to 00:50:01.750 --> 00:50:01.760 align:start position:0% like to be a guest DM me I'd love to 00:50:01.760 --> 00:50:03.589 align:start position:0% like to be a guest DM me I'd love to have<00:50:01.920> you<00:50:02.079> on<00:50:02.480> Thank<00:50:02.640> you<00:50:02.800> all<00:50:02.960> so<00:50:03.119> much<00:50:03.359> Have<00:50:03.440> a 00:50:03.589 --> 00:50:03.599 align:start position:0% have you on Thank you all so much Have a 00:50:03.599 --> 00:50:07.350 align:start position:0% have you on Thank you all so much Have a great<00:50:03.760> day 00:50:07.350 --> 00:50:07.360 align:start position:0% 00:50:07.360 --> 00:50:10.030 align:start position:0% [Applause]